Coach x StudioXAG: Tabby Pillow

Visitors to their London flagship store are greeted by squidgy installations that cry out to be touched – they look comfy, almost good enough to lay down on and drift off on – with a traveling popup visiting their De Bijenkorf locations.

Blending the physical and visual to appeal to the senses of those present, COACH’s iconic handbags are nestled within their surroundings, inviting shoppers to look closer and reach into the display. Puffy shapes and pastel pinks give an almost ASMR-like feel to the displays, offering an immediate insight into the look and feel of the products on a tangible scale, and is reflective of the silhouettes on offer.

Dangling hangtags and inflated letterforms give the display a buoyancy that immediately draws attention to the products on offer, ensuring shoppers stop and look whenever they pass by.

The campaign acts as a prime example of a successful travelling window, as it makes its way across the UK and Europe over the course of 6 months.