Tapestry Brands - The Coach Tabby Shop
Coach is a luxury brand known for its legacy of heritage, craftsmanship, and timeless design. To connect with a new generation, Coach needed fresh ways to increase brand awareness and connect emerging audiences to the brand’s products, specifically the Tabby collection.
Gen Z and Millennials are active co-creators who value self-expression. To bridge the generational gap, we tapped into the Tabby’s iconic qualities of self-expression and playfulness to create an immersive popup experience that embraced the ideas of the iconic handbag. We mixed the ideas of global legacy x local identity, and luxury x street to turn The Tabby bag into an experience that would connect with Melbourne Gen Zs, an audience known to seek out sensory experiences.
We painted the town Tabby yellow with our Coach pop-up experience in the heart of Melbourne’s central business district by transforming a Chinatown carpark into a shoppable muti-sensory playground with a larger-than-life inflatable Tabby.
For four days, we invited attendees to experience the Tabby through an exploration of the senses. How does it feel? Find out by bouncing on a giant inflatable Tabby. Experience the visual essence of “Our Daisy Daydream" in a walk-through flower installation, taste delicate Tabby-shaped cakes made by South Yarra bakery Leah Yeahllow, and hear DJ Soju Gang & Friends in Coach Records. Prior to opening to the public, the first night invited fashion influencers to turn socials yellow with Instagrammable moments and added an integrated minimal retail space that allowed you to buy your own Tabby bag.
Impact
The Tabby pop-up experience was a hit, receiving over 1800 attendees over 4 days with 35M total reach. To craft the experience, Coach repurposed walling, plinths, furniture and counters in-store, contributing to less waste and a longer afterlife for assets. This also strengthened the on-brand connection between the pop-up and in-store experience.
No one sets out to be average. No one aspires to be ordinary. Jack Morton is an award-winning global brand experience agency that exists to reimagine what an experience can be. We do that by pushing the boundaries of what’s possible in every format — virtual, live or hybrid.
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