Handbag retailer Coach has launched an immersive pop-up at Selfridges in the London department store’s corner shop space.
“The Coach Charm Playground” pop-up, which will run until 22 May, has been designed to help “drive community amongst its growing Gen Z consumers,” The Industry Fashion reported.
The initiative is described as “rooted in Coach’s spirit of playfulness” and brings its house codes to life.
The pop-up features an installation of Coach’s dinosaur mascot, Rexy, which has been turned into a slide.
A “whimsical” apple-shaped photo booth, which serves as a nod to the brand’s New York heritage, enables shoppers to “capture, create and share” photo printouts.
The space spotlights Coach’s “Tabby” bag, which has been reimagined as an interactive product display which doubles as a monogramming station.
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Shoppers can purchase a selection of different “Tabby” styles such as pebble leather and quilted suede iterations, classic staple colours including black, chalk and warm brown, and exclusive colourways such as fuchsia and sky blue.
The company’s “New York” family of bags, including its “Empire” and “Brooklyn,” and its new “Kisslock” and “Turnlock” styles, alongside a limited curation of runway-ready ready-to-wear pieces and accessories are also available to purchase at the space.
The pop-up features a charm and customisation station, holding a four-week residency with London-based tattoo artist The Social.
Coach SVP, General Manager, EMEA Matteo De Bortoli Albricci said: “Partnering with Selfridges’ Corner Shop is a key landmark for Coach as we continue to explore new and exciting ways to authentically engage with our UK community and strengthen our presence within the EMEA market.
“With self-expression and community at the heart of our global Spring 2026 campaign, collaborating with Selfridges on this localised activation allowed us to create a unique shopping experience within one of London’s most iconic retail locations, with the aim of redefining the retail journey for the end consumer.
“As part of an exciting strategy of continued expansion within the region, this activation allows us to bring Coach’s heritage to life in an immersive, community-focused way, placing our customers and icons at the heart of the experience.”
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