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.
Through the power of experience, we create meaningful relationships between people and brands.
But we don’t just create brand experiences. We create Experience Brands.
Promise + Proof = Experience Brand
We believe that great experiences drive loyalty and build advocates, but extraordinary experiences create Experience Brands. Brands that deliver proof on their promise at every touchpoint, time and time again.
At the core of our agency is our people. Founded by a man nearly a century ago who believed that experiences move people to act, we continue to live by this notion today. We are a dedicated team of strategists, creative innovators, world-class designers, futurists, operational experts and business partners.
Born out of smart insights and built creatively with a content-first approach, our award-winning experiences are imaginative and engaging, innovative beyond expectation, and flawlessly executed.
Each and every day we are driven to do one thing: Be Extraordinary.
This desire fuels our work and our culture. Because we don’t want to be ordinary. And neither do you.
Jack Morton is part of the Interpublic Group of Companies, Inc. (NYSE: IPG). More information is available at www.jackmorton.com.