Mobile Tours
,
College Tours
Client Ask
Design a scalable experiential extension of “Scaffolding” that educates guests, amplifies sharable content, and maximizes brand reach.
Strategy
Coach will guide college students to pay homage to our constantly evolving “imperfectly perfect” selves at “Scaffolding” through a curated journey of self-discovery. This experiential journey will allow guests to reflect on their vision for growth, project the colorful nature of their shadows, and ultimately record their time to shine.
Premium materials and styling highlighted Coach’s luxury and heritage, while localized activations deepened brand affinity in key markets. We simplified production to ensure the program could scale efficiently and executed a researched event route, aligning with buzzworthy moments to maximize brand reach and visibility.
Production
Activate created a mobile tour that extended Coach’s NYC Scaffolding-inspired store design, transforming it into an artful installation on college campuses to bring the concept of "shine" to life. A vintage Citroën-style truck, fully outfitted to serve custom lattes topped with school-specific cinnamon designs, anchored the experience.
Guests were welcomed by activation staff and encouraged to explore the scaffolding structure, where a surprise mirror installation invited moments of reflection and sharable photo opportunities. A product display, inspired by the scaffolding build, further educated students about Coach bags.
Activate also managed comprehensive metrics reporting throughout the tour, capturing brand engagement and program success at each stop with thorough recaps.
Activation
Moments for college students to celebrate being “imperfectly perfect’ and support their self-discovery through scaffolding builds.
Branded Citroen
Activate custom painted and branded a Citroen as a main giveaway moment within the space. The vehicle offered lattes and hot chocolate with branded toppers personalized to each college stop.
Scaffolding Mirrored Structure
This art installation recreated the look and feel of Coach’s NYC in-store experience taking the concept of self-discovery on the road and providing an impactful photo moment within the space.
Product Display
Bringing the scaffolding look into the display, this custom display featured 15-20 purses per stop for college students to try on and shop the collection.
Scaffolding Lounge
Custom seating rounded out the space providing a space for students to enjoy their lattes and hot chocolates.
