Image courtesy of COACH
If you were to step inside a Coach Tabby bag, what would it look like? And feel like? And sound like?
These are the questions American luxury fashion house Coach wanted to answer. On a mission to connect with consumers through unique experiences beyond products, the brand opened their immersive pop-up experience in Melbourne last night.
In signature Coach style, the vibe was vibrant (the entire space is a joyful shade of yellow), playful and urban. The pop-up has been built in a car park on Lonsdale street and for a moment, you almost feel like you’re in New York.
The Tabby Shop is designed to be a celebration of self-expression and the spirit of discovery. Throughout the space, the brand’s iconic Tabby bag was on show, beautifully displayed. The quilted plush, ultra-soft nappa leather of the Tabby is so soft, it’s entirely possible you could use your Tabby as a pillow. Even the walls of the installation were quilted.
The Tabby bag made its debut five years ago for Fall 2019. Since then, it has become iconic. Last year, #CoachTabby had more than 22 million video views on TikTok. Then there’s the viral #pillowtabby, which has over 16 million views.
One minute, you’re immersed in the ‘Daisy Daydream’ installation, a flower-filled botanical world which celebrates the daisy print hero bag of the season; and the next, you’re contemplating hopping onto the giant inflatable Tabby sculpture
J.Lo stars in the brand’s recent campaign, strutting down the streets of New York carrying her Tabby. Like we said, it has become the bag everyone wants to wear. A revival of a classic Coach design from the 1970s, it feels modern, cool and the kind of bag you’d call on daily.
Inside the pop-up were a series of colourful activations. One minute, you’re immersed in the ‘Daisy Daydream’ installation, a flower-filled botanical world which celebrates the daisy print hero bag of the season; and the next, you’re contemplating hopping onto the giant inflatable Tabby sculpture (yes – we can confirm jumping castles are fun at any age). There’s a DJ booth, which will host local talent and a very chic ‘Coach Coffee Shop’, which offers bespoke Tabby-and daisy-shaped cakes, crafted in partnership with famed bakery Le Yeahllow.
Of course, the pop-up is a shopping haven, only it’s unlike any other shop you’ve ever experienced. Look out for the curated selection of Tabby bags (our favourites include the limited-edition daisy print and a quilted yellow iteration of which there are only 25 of). If this is what Coach’s vision of ‘expressive luxury’ looks like, we’re all in.
The Tabby Shop will take up residence in Lonsdale Street in the heart of the CBD over four days, from Thursday 14 March to Sunday 17 March. Book tickets here
The Tabby Bag Edit
01
Coach Tabby Shoulder Bag 26 With Quilting
from $995 at Coach
02
Coach Tabby Shoulder Bag 26 With Quilting And Floral Print
from $1,095 at Coach
03
Coach Tabby Shoulder Bag 26 With Quilting
from $995 at Coach
Part of Coach’s Spring 2024 presentation and available NOW, this limited-edition Tabby Shoulder Bag 26 is a modern take on an archival 1970s Coach design. Crafted of quilted plush, ultra-soft nappa leather, the compact 26 is finished with our tonal leather-covered Signature hardware for an iconic touch and a long leather chain strap to wear crossbody or double up for a shorter, dressier look. Only 25 available. Once they’re gone, they’re gone.
Key features:
- Nappa leather
- Inside zip and magnetic snap pockets
- Pushlock closure, leather lining
- Outside slip pocket
- Chain strap with 54.5cm drop for shoulder or crossbody wear
- 26cm (L) x 14cm (H) x 8cm (W)
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