Coach Enrolls Britten for College Tabby Tour Pop-Up Retail Campaign

Situation

The Coach Tabby Bag was an instant fashion sensation. Upon its debut in the Fall 2019 collection, the sleek accessory was embraced as a modern classic. Hoping to connect the emblematic accessory with younger demographics, Coach launched the Tabby on Tour pop-up retail store campaign.

Chartering across several large college campuses throughout the US, Coach would host a pop-up stand featuring dreamy designer pieces accompanied by frozen treats from local vendors and a collaborative collection of “Little Word Project” friendship bracelets. Requiring a vastly capable fabricator to compile and create the essential elements for this broad fleet of pop-up brand ambassadorship, experiential marketer Activate, and their client Coach entrusted their likeness and vision with Britten Inc!

Solution

In order to make this multi-location Tabby on Tour pop-up retail campaign a success, Coach needed a central booth that was as modular and mobile as it was loyal to the luxury brand aesthetic. The ideal platform was a single BoxPop® 20’ custom shipping container. Outfitted with a large flip-open opening and integrated countertop, this pop-up retail shop was perfect for doling out ice cream to awaiting Coach aficionados. Equipped with coolers, sanitation sinks, built in electrical and lighting, this custom shipping container was the ideal self-contained operation that local ice cream vendors could occupy and seamlessly open for business at each activation.

Beyond its functional accolades, the BoxPop® container for Coach was an unmistakable landmark for the fashion brand. Painted in soothing Coach “Flowering Pink,” embossed with large, raised “Coach” lettering beneath the countertop and backdropped by step-and-repeat brand emblem graphics, this Coach container was a Tabby Bag gift box. And the piece de resistance was a massive reproduction of the iconic handbag itself! Crafted from Foam3D™, this finely detailed foam statute crowning the container matched every contour and stitch of the iconic Coach Tabby bag.

Rounding out the expansive collection were several Foam3D™ and woodworks elements crafted by Britten. Flanking the Tabby Bag booth were several elements crafted by the Britten woodworks team. On one end stood 5 graduating merchandise stands housing the collection of Little Word Project friendship bracelets. And on the other was a charming alcove of concentric archways, forming the perfect selfie opportunity for patrons awaiting their ice cream. And sprawling across the campus lawns were 5 foam letters spelling out “Coach”—color-matched and complimentary to the entire collection!

Impact

The end result of this collaborative Britten effort was a fully realized pop-up concept for Coach and their Tabby on Tour campaign. Functional as it was fashionable, each asset was exactly color matched for a cohesive presentation that was instantly recognizable on campus. Highly immersive and unmissable, this pop-up suite for Activate and their client Coach resulted in long queues of students and extensive social media notice!

The perfect package to facilitate interchanging vendors, generate widespread attention and connect the Coach Tabby Bag with new consumers, this project by Britten was a fashion sensation and an unrivaled activation success!