Harnessing over 80 years of leather craftsmanship, Coach has taken steps towards a circular system with a new line of products crafted from reused leather bags and recycled materials.
Reimagined and remade over multiple lives, with clear pathways for reuse and recycling, each product’s lifecycle is traceable through an embedded NFC chip.
Selected for our carbon tracking tool XAGzero, we were challenged by Coach to launch this innovative collection in the most circular way possible, we brought the swirling world of Coachtopia to life with visual impact worthy of the Wonder Room space at Selfridges in London as well as several other spaces including Coach’s Regent Street and Spitalfields stores.
‘Have Taste Love Waste’ is the central message for the campaign – a statement of intent and action – written boldly across Window 20 to land this immediately and with impact.
The lit signage was meticulously crafted from offcuts of neon flex and the lighting was reused for other key stores.
In the Wonder Room, visitors were given insight into what circularity means for the future of fashion – the space felt exploratory and educational, using sustainable materiality and clear signage as a guide.
The Coachtopia product line is designed to be ‘circular from the start’ – considering the future life of a product proactively, rather than reactively.
We mirrored Coach’s circular ethos for the collection through a set of three approaches to the physical space:
The Coachtopia tables and display units are made with repurposed leather scraps that might have otherwise gone to landfill, this reconstituted leather creates a one-of-a-kind tactile material – an example of the power of treasuring waste as a building resource.
The modular design of the plinths means that they will be disassembled and reused in future pop-ups.
The ‘Education Wall’ illustrates modern fashion’s current linear lifecycle, and Coach’s commitment to shifting the industry toward using reused, repurposed materials and products.
Different elements of the main modular design have travelled on to sites throughout the UK to be re-used in multiple pop ups. Other items will live on in the coach flagship stores such as Regent Street and Spitalfields.
When they eventually come to the end of their multiple lives, all built elements have been constructed in such a way that the parts can be split into single materials to re-use and recycle properly.
In October 2023, the space took up a more permanent home in the Coach showroom with re-used elements from the pop-ups.
