COACH

Iconic. Timeless. Fashion luxury. These are words associated with the Coach brand, but Gen Z customers write it off as an ‘older brand’. To change perceptions, Coach needed a premium, social-first experience that could bridge the gap between heritage and culture relevance for a new generation in Australia.

Enter The Coach Tabby Shop Sydney. Designed to feel like “Instagram in real life,” the space translated Tabby’s playful personality into an area for guests to style, create, capture and share. A giant Tabby installation anchored the environment, supported by a co-creation studio and the Tokyo Lamington café, fusing sensory design with practical utility. Every detail was considered, from precise print artwork and color fidelity to premium materials and intuitive wayfinding, all flowing together to express Tabby’s character while rewarding user generated content. The experience also featured a bespoke photobooth to drive real-time social sharing and data capture.

We also designed with sustainable de-installation in mind. Wall flats and furniture were re-homed to local arts and community groups, custom carpet was repurposed for acoustic use, coffee grounds composted, and non-recyclables sent to specialist recyclers. In the end, we created a meticulously crafted, socially amplified, premium experience for a new generation of Coach customers.

Impact

The sentiment around the Coach Tabby Shop was enthusiastic with the experience exceeding all expectations, including +39M media & talent impressions with thousands in AUD revenue generated across Tabby and cafe sales. Most importantly, the experience drove meaningful data acquisition and audience growth among Gen Z audiences, receiving 5,280 registrants with 68% new-to-Coach and 48% Gen Z.