Challenge

For Coach’s first ever Corner Shop takeover at Selfridges, their goal was to drive brand heat and cultural relevance with a Gen Z audience through an experience built around participation, self-expression and joy.

This wasn’t just about shopping, the Corner Shop was designed to be an immersive brand world. From customers and creators to influencers and press, the space was designed to fuel content creation, drive conversation and generate visibility far beyond its physical footprint.

To make it happen, Coach needed a trusted production partner to translate this ambitious creative vision into reality. Every element needed to be engineered, fabricated and installed without compromising the playful spirit that sat at the heart of the experience.

Solution

The process was a true collaboration between Coach, Selfridges, and our workshop and production teams to deliver one of the brand’s biggest and boldest UK takeovers to date.

Rexy was the focal point of the corner window, reimagined as a fully functioning dinosaur slide standing at 3.5 metres tall.

Rexy stopped passersby in their tracks and invited them into the store, where she became the hero moment of the activation, generating countless photos, videos and shares as visitors climbed, slid and played with Coach’s iconic mascot.

Our team of technical designers, and expert fabricators created a complex steel structure, including both a staircase and a slide, around which the form of Rexy was hand sculpted and glossed in our London workshops.

Working from supersized CNC-cut templates, our workshop team gradually built up her form, carefully refining every detail until she perfectly matched the original 3D model.

Inspired by the Big Apple and Coach’s New York roots, the apple photo booth was part of the in-store activation, where customers could print larger-than-life photos to take home, along with Coach stickers to personalise them.

Designed to be shared, it gave visitors another playful way to make the experience their own.

At the heart of the space Coach’s iconic charms including The Statue of Liberty, New York cab, pretzels and dice became monumental brand markers, celebrating the playful design codes that sit at the centre of the Coach universe.

The charm bar, which was the centre of the pop-up, hosted two workshops each week throughout the four-week residency, featuring Gen Z partners and artists to create newness around each drop, build brand heat, whilst giving visitors new reasons to return throughout the takeover.

Hundreds of finish samples were developed and refined to get every detail just right, from the texture of the pretzel to the resin-cast dice and the glossy shimmer beneath the cherries.

The iconic Tabby bag filled one of the windows, reimagined as an on-site monogramming station with a workbench integrated into the back of the oversized bag.

Showcasing Coach’s craftsmanship, it gave customers the opportunity to personalise their favourite pieces, transforming the bag from a product into an experience rooted in self-expression.

By creating something uniquely their own, visitors became active participants in the brand experience.

Every element was designed to drive brand heat, build cultural relevance and create moments people wanted to share. Together, we transformed the Coach Corner Shop into a destination that blurred the line between retail, entertainment and experience.

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