[Aww Co., Ltd.] Started “Style Coach” experience using AI-equipped virtual human “imma” at Coach Play@Cat Street
Aww Co., Ltd. Press release: April 30, 2025 “Style Coach” experience using AI-equipped virtual human “imma” begins at Coach Play@Cat Street NVIDIA ACE enables real-time interaction
https://prcdn.freetls.fastly.net/release_image/49507/75/49507-75-82348d1274501b552d0ffa1fd89070dd-1643×1645.png April 2025, Tokyo – Aww Co., Ltd. has launched a new AI experiential in-store service using the virtual human “imma” from April 24, 2025 at the experiential concept store “Coach Play @ Cat Street” in Harajuku, operated by the global fashion brand “COACH”. This initiative is COACH’s first interactive shopping experience using virtual humans, and the first attempt to introduce AI virtual humans. This initiative is part of COACH’s strategy to create immersive experiences in retail, starting with the Coach Play store and expanding to coffee shops, craftsmanship, digital experiences, and more. This installation is a new attempt to combine cutting-edge technology, storytelling, and personal styling in a realistic space. The centerpiece is “imma,” produced by Aww Inc., Japan’s first virtual human AI company. Leveraging a platform that enables real-time 3D rendering and natural language AI responses, we deliver natural, human-like interactions in both appearance and speech. Instead of using predetermined phrases, you can enjoy natural dialogue with imma, who appears as a style coach, and receive personalized styling suggestions tailored to each customer. COACH Comments: “We are thrilled to have Imma as Coach’s first styling assistant in collaboration with Aww. This is part of our commitment to reinventing the fashion experience through innovation and playfulness. This initiative demonstrates how our brand continues to explore the future of fashion experiences and actively embrace new technology to find new ways to connect with our customers. ” – Sandeep Seth / Tapestry Chief Growth Officer and President, Tapestry International NVIDIA ACE, part of NVIDIA AI Enterprise, enables realistic interaction with imma in the COACH experience with facial animation using NVIDIA Audio2Face-3D. This technology helps create conversations that feel genuinely human. Using NVIDIA’s computing power and comprehensive avatar animation tools, COACH delivers an immersive experience with imma that is empathetic and scalable. This project is part of our efforts to explore new brand storytelling possibilities in collaboration with COACH, utilizing the latest technology developed by our company. We built interaction design and content based on the conversational AI technology announced by Aww in December 2024, and achieved real-time and interactivity using NVIDIA technology. By combining creativity and technology, we present a new form of store experience. This initiative is the first step in digital technology that creates a new form of two-way dialogue between brands and customers.We aim to further convey COACH’s messages of courage and self-expression through personal background stories and inspired conversations. Virtual Human imma
https://prcdn.freetls.fastly.net/release_image/49507/75/49507-75-c31a038dd7825db03233cd8457ba18b8-2160×2700.jpg Asia’s first virtual human, whose trademark is pink bob hair. Since its debut in 2018, it has attracted attention as a unique entity that transcends the boundaries between real and virtual, and has been featured in more than 5,000 media outlets in 50 countries so far. He currently has 390,000 followers on Instagram and over 480,000 followers on TikTok, establishing himself as one of Asia’s leading virtual humans. In 2021, he appeared at the Tokyo 2020 Paralympic Closing Ceremony, and in 2024, he became a hot topic as a virtual character who appeared on stage for the first time at a TED Talk held in Canada. Instagram: https://www.instagram.com/imma.gram TikTok: https://www.tiktok.com/@imma.tokyo YouTube:
https://www.youtube.com/@imma_tokyo Aww inc. A virtual human AI company from Japan that makes full use of cutting-edge virtual technology. Currently, he is producing multiple virtual humans such as imma, plusticboy, and Ria. Currently, in addition to producing virtual humans, he is also actively engaged in research and development of basic technology related to virtual humans, business development and partnerships related to the metaverse area, virtual fashion, etc. Additionally, we are accelerating AI research and are working with a global partner in San Francisco to integrate virtual humans and AI. This allows us to automate content production and provide more content. Company Profile Company name: Aww Co., Ltd. Business content: Virtual human production business Virtual human planning and development business – MASTER MODEL(R)︎ – Virtual human AI business Representative name: Takayuki Moriya Address: 15th floor, Cerulean Tower, 26-1 Sakuragaoka-cho, Shibuya-ku, Tokyo 150-0031 Aww website: https://aww.tokyo/ COACH Coach is a global fashion brand founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusiveness and courageous spirit of our hometown of New York, we create beautiful products that will last and be loved, so that everyone can be themselves. Coach is a brand owned by Tapestry Inc. Tapestry is listed on the New York Stock Exchange under the ticker symbol TPR. Click here for the official Coach Japan Instagram account. We will continue to enrich the content that will help people in Japan deepen their understanding of Coach’s craftsmanship and the brand’s worldview. Please follow us. @coach_japan; #CoachJapan SOCIAL MEDIA: @Coach; @coach_japan; #CoachNY; #CoachJapan; #Coach bag About COACH PLAY @ CAT STREET “Coach Play@Cat Street” is a globally expanding experiential concept store that combines Coach’s roots in New York with the unique charm and individuality of each location. Inspired by the expressive spirit of today’s generation, Coach has set out to provide an interactive and exploratory experience that engages all five senses. Inspired by Tokyo’s iconic Cat Street neighborhood, the store re-introduces the Coach code and its craft heritage through the imaginative and colorful visual lens of Harajuku. The store is comprised of six uniquely themed areas that capture a playful spirit and fun, including the Coach Create area, where you can create one-of-a-kind customizations with a skilled craftsman, and the area where you can peruse the collection of Coachtopia, Coach’s new brand that focuses on circular craft and collaborative creativity. Store overview Name: “Coach Play @ Cat Street” Business hours: 11:00-20:00 (4F Cafe L.O. 19:30) *Subject to change due to circumstances Address: 6-14-5 Jingumae, Shibuya-ku, Tokyo Phone number: 03-5962-7964 Regular holidays: Irregular holidays
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