Coach has transformed the Corner Shop at Selfridges with a new immersive retail experience, the Charm Garden, which opened on 27 April and runs until 23 May. Physical production of the installation was led by StudioXAG, Coach’s long-standing experiential partner.
Rooted in Coach’s spirit of playfulness and bringing iconic house codes to life, the space features a monumental installation of beloved dinosaur mascot, Rexy, adapted into a fun slide for adults. Guests can also enjoy a whimsical apple-shaped photo booth – a nod to Coach’s New York heritage – to capture, create and share their own photo printouts. Additionally, the space spotlights Coach’s iconic Tabby bag, reimagined as a larger-than-life interactive product display that doubles as a monogramming station.
Rooted in the brand’s vision of community and inspiring authentic self-expression through personal style and beyond, the installation includes a charm and customisation station, hosting a four-week residency with noted London-based fine-line tattoo artist The Social.
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.
“In a world full of noise and constant distraction, we wanted to create a space where people can tap into their inner child and regain a sense of wonder through our Coach icons,” says Giovanni Zaccariello, SVP of Visual Experience. “Charms are the central theme throughout, because we wanted to underpin Coach’s belief in self-expression in a playful way, taking classic Coach codes and supersizing them. The Rexy slide and apple photobooth act as the centrepieces of the experience, encouraging our community to come together and create memorable moments within the space.”
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: “The most effective retail experiences today give people something to feel, do and remember, not just something to look at. Consumers expect more than a beautifully dressed window or a transactional store visit. They want moments they can step into, personalise and share. Our role is to help brands translate their identity into physical environments that create real emotional connection, while still working hard commercially. With Coach, that meant building a space full of joy, surprise and participation, where every detail – from oversized icons to hands-on customisation – invites people to engage with the brand in a natural and memorable way.”
Coach’s partnership with Selfridges on the Coach Charm Playground highlights its continued commitment to spearheading compelling storytelling moments within the EMEA region in order to drive community amongst its Gen Z consumers. Coach now joins a legacy of renowned designers and brands to take up residency at the iconic Corner Shop.
