Mobile Tours
,
College Tours
Client Ask
Coach wanted to bring their Explore Your Story campaign to life through a college mobile tour and simultaneous conversation series.
Strategy
As the loneliest generation, Gen Z’s affinity for self-expression on social media is fueled by the desire to connect in real life. With this in mind we built in moments of connection into each touchpoint of the activation with guests encountering authentic interactions designed to engage different perspectives. Throughout the experience we continued the narrative of community, reinforcing Coach as a platform where Gen Z has the Courage to be Real.
Production
We brought the concept to life through a series of custom builds, anchored by a 15-foot-tall Coach Tabby purse, a standing book nook library, lounge, and interactive story wall. Every detail of the oversized Tabby was thoughtfully recreated to mirror the real bag, down to the stitching and hardware, transforming the original sketch into a fully realized 40’ x 38’ modular footprint.
Activation
Story Wall
Guests are invited to reflect and share their personal stories through four unique writing prompts, then pin their responses to the interactive corkboard wall, creating a collective storytelling moment that evolves throughout the activation.
Book Nook
Designed as a community-driven book exchange, the Book Nook encourages guests to “take a book, leave a book” while exploring a curated collection of titles, including the six books featured within the Coach Spring campaign.
Bookmark Customization
Guests can personalize a custom Coach leather bookmark by filling out a customization form, with Coach associates embossing each piece live from inside the oversized Tabby purse for a premium, hands-on brand moment.
Conversation Lounge
The lounge offers a welcoming space for guests to relax, read, and connect with one another, while also leaving behind encouraging notes and messages for visitors at future tour stops.
