Coach

In a move to capture the hearts of Gen Z and Millennials, Coach’s iconic history became a must-see insta-worthy event – an unmissable Tabby fashion takeover.

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Bringing a slice of NYC to Sydney's historic Eveleigh Railway Workshops, the event set the scene for boundless creativity, self-expression and engagement for the next generation of fashion lovers and trendsetters.

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An explosion of pink hues and vintage subway aesthetics, guests boarded a decommissioned, old-school train for a playful exploration of the brand’s roots through to its exciting future.

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Each carriage offered a unique chance to interact with Coach culture and sparked intentional social media buzz. Secret curtained doorways and New York style subway announcements, the unexpected moments and interactive surprises along the way immersed guests in feelings of nostalgia and endless content opportunities.

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From vintage train tickets, a 90’s camcorder photo moment, a pop-up Tabby gift shop, complimentary bag tags, to the sweet scoops of the Tabby ice creamery – every detail blended the history of the brand and the fresh energy of the future in Coach’s very own Tabby pink wonderland.

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For VIP guests and influencers, an urban-luxe experience continued with New York-inspired finger food and an intimate acoustic performance by renowned Australian artist, Ruel.

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The bold, interactive and viral experience attracted worldwide attention from the next generation – an unforgettable fashion takeover.