Coach has officially launched an immersive pop up experience at Selfridges’ Corner Shop in London, opening on April 27, 2026, and running until May 22. The Coach Charm Playground is designed to drive community among the brand’s growing Gen Z consumers and brings iconic house codes to life in a playful, interactive retail environment.
Immersive Experience
The pop-up features a monumental installation of Coach’s dinosaur mascot, Rexy, adapted into a fun slide for adults. In a nod to Coach’s New York heritage, customers can enjoy a whimsical apple-shaped photo booth to capture, create, and share their own photo printouts. The space also spotlights Coach’s Tabby bag, reimagined as a larger than life interactive product display that doubles as a monogramming station.
Product Selection
Customers can shop a selection of different Tabby styles, including pebble leather and quilted suede iterations in classic colors such as black, chalk, and warm brown, as…
well as exclusive colorways including fuchsia and sky blue. Coach’s New York family of bags, including the Empire and Brooklyn styles, along with new Kisslock and Turnlock designs, and a limited curation of runway ready ready to wear pieces and accessories, are also available.
The installation includes a charm and customization station, hosting a four week residency with noted London based tattoo artist The Social.
Matteo De Bortoli Albricci, SVP, General Manager, EMEA at Coach, 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”.
The activation allows the brand to bring Coach’s heritage to life in an immersive, community focused way, placing customers and icons at the heart of the experience…
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