Coach Launches Four-Week Immersive Experience at Selfridges

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…