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Coach launches charm playground pop-up at Selfridges
The in-store immersive experience has been created to bring audiences into the brand’s universe.
Georgie Moreton
Deputy Editor, BITE CreativebriefAmerican fashion house, Coach, has launched a new immersive pop-up in Selfridges, London, centred around the brand’s playfulness and spotlighting its famous Tabby bag.
‘The Coach Charm Playground’ is open at Selfridges’ Corner Shop between 27th April and 23rd May 2026. The immersive experience is a local milestone for the brand, bringing audiences into the brand's world with a one-of-a-kind experience.
The space brings to life the brand’s spirit and playfulness and features a large installation of the brand’s dinosaur mascot, Rexy, adapted into a slide for adults.
Front and centre is Coach’s iconic Tabby bag, reimagined as a larger-than-life interactive product display and monogramming station. The station allows for self-expression and encourages personal style with a charm station and a four-week residency with noted London-based fine-line tattoo artist The Social.
“In a world full of noise and constant distraction, we wanted to create a space where people can tap into their inner child and regain a sense of wonder through our Coach icons,” says Giovanni Zaccariello, SVP of Visual Experience.
The experience brings to life the brand’s commitment to community. While an apple-shaped photo booth that allows visitors to capture, create and share photo printouts is a nod to the brand’s New York heritage.
“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,” says Matteo De Bortoli Albricci, Senior Vice President and General Manager, EMEA at Coach.
He continued: “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”.
The unique installation sees Coach create a unique and memorable experience, finding new ways to tell brand stories through retail experience.
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