Coach has transformed the Corner Shop at Selfridges with a new immersive retail experience, the Charm Garden, which opens today (27 April) and runs until 23 May.
Designed as a playful celebration of self-expression, personalisation and community, the takeover turns one of London’s most influential retail spaces into an interactive world inspired by Coach’s best-known charms and icons.
Physical production of the installation was led by StudioXAG, Coach’s long-standing experiential partner.
Visitors will be able to explore a larger-than-life environment featuring a giant Rexy dinosaur slide, an oversized apple photobooth, a Tabby craftsmanship and monogramming bar, a central charm customisation table and a series of sculptural installations built around Coach’s visual universe.
The activation reflects the growing role of immersive retail within fashion, as brands look to create destinations that blend shopping, entertainment and social sharing. Rather than passive browsing, visitors are invited to engage with the space, customise products and take part in the brand experience.
Selfridges Corner Shop was selected as the launch location due to its reputation as a high-profile platform for cultural retail moments and creative brand takeovers.
Xavier Sheriff, co-founder and MD at StudioXAG, said: “Retail environments are increasingly about participation, not just display. This project invites people to step into Coach’s world in a way that feels playful, social and memorable.”
The Charm Garden opens at Selfridges Corner Shop on 27 April and runs until 23 May.
