Iconic fashion house, Coach, embarked on a brand evolution journey to attract Gen Z and Millennials. As part of this strategy, Coach collaborated with Studio Messa to create an experiential event in Sydney, inspired by the brand’s history.

Held at Eveleigh Railway Workshops, the space was transformed into a Tabby-inspired NYC subway. The journey began with a nod to Coach’s 1940s origins, followed by a futuristic time portal symbolizing the brand’s forward-thinking approach. A dedicated content capture space encouraged guests to share their experience using the #coachtabby hashtag, generating social media buzz. The last carriage allowed guests to customize Coach products, empowering them to express their individuality. Guests enjoyed a bespoke Tabby-inspired ice cream as the night concluded with an intimate acoustic performance by renowned Australian artist, Ruel.

This event successfully aligned the Coach’s evolution strategy with the preferences of Gen Z and Millennials, leveraging a fun and engaging environment to attract attention and generate viral content on TikTok.