Coach is a well-established luxury brand with a strong New York heritage stretching back over 85 years. It delivers a strong contemporary inclusive and approachable metropolitan style to consumers worldwide. In 2017, Blue Mount was honoured to be retained for the first time to design the company’s key fall and pre-fall collections at the flagship podium space at Lane Crawford in Hong Kong’s ifc mall.
We created a rose gold pop-up in the shape of a New York subway car to pay homage to Coach’s home city. The life-sized subway car featured graffiti and related music. It also also included a mosaic wall ideal for selfies and customers could add Coach stickers, graffiti and other effects to their photos in an interactive photo booth before emailing them to friends.
The car showcased Coach’s collections for women and men, including floral print dresses and skirts reminiscent of the ’30s, embellished t-shirts and high-top trainers with NASA details. A Coach craftsman was also available to add the brand’s signature leather Tea Roses to accessories and to customise leather bags and wallets, including adding a monogram or Coach stamp.