CHARMED
COACH
TYPE: Retail
YEAR: 2025
YEAR: 2025
Eye-catching. Instagrammable. Immersive. This year's holiday pop-up at the Causeway Bay Sogo department store in Hong Kong celebrated the unique heritage and craft of Coach by directly serving the high Gen Z target market through their appreciating of unrefined looks and DIY activities.
The mall entrance features an installation including the Tabby icon, our NYC Taxi and Rexy, Coach’s mascot in bag charm form. This concept store interprets the charms as whimsical, interactive imaginations to immersve visitors into a world of retail storybuilding. Scattered around the retail space, larger-than-life scale charms stacked in playful sculptures and wall stickers on the mirrors and exterior façade of the store.
My role supported the project manager with bringing concept to spatial ideation through a number of spatial and layout iterations. I modeled the store’s charm towers, furniture, and fixtures then comprised a production design deck for our production teams to carry out the final installation.
The mall entrance features an installation including the Tabby icon, our NYC Taxi and Rexy, Coach’s mascot in bag charm form. This concept store interprets the charms as whimsical, interactive imaginations to immersve visitors into a world of retail storybuilding. Scattered around the retail space, larger-than-life scale charms stacked in playful sculptures and wall stickers on the mirrors and exterior façade of the store.
My role supported the project manager with bringing concept to spatial ideation through a number of spatial and layout iterations. I modeled the store’s charm towers, furniture, and fixtures then comprised a production design deck for our production teams to carry out the final installation.
