Coach teams with Zero10 to promote Tabby bag via augmented reality storefront in New York

Coach has partnered with Zero10 to bring the company’s augmented reality technology to its Soho store in New York.

From 5th May to 5th June, shoppers will be able to virtually try on eight versions of Coach’s Tabby Bag in different colours and styles.

In a LinkedIn post, Giovanni Zaccariello, SVP Global Visual Experience at Coach, said: “This new AR installation lets window shoppers try on the Tabby bag without stepping foot in-store.”

“Digital versions of the iconic Tabby Bag will be available for try-on through our in-store AR Mirror and AR Storefront, the latter debuting for the first time through this collaboration. Congrats to all the teams at Coach and Zero10.”

Introducing ZERO10 AR Storefront and AR Mirror 🍧

Last Friday we celebrated the launch of @coach global Tabby Bag campaign and here is the recap of how it went. But don't let us just tell you about it, come visit!

143 Prince St, New York
May 5 — June 5#CoachNY #InMyTabby pic.twitter.com/ZqmecydfxD

— ZERO10: AR Fashion Platform (@zero10_app) May 8, 2023

Singapore

Coach recently opened a Coach Play store in Singapore.

This is the first Asia location in a new series of immersive concept stores.

It lines up alongside launches in Tokyo's Harajuku and Salt Lake City’s City Creek, with more to come.

Zaccariello said: “Coach opens Coach Play Singapore in a traditional Shophouse. This is the third in a series of concept stores leaning into localisation and community.”

“This immersive experience includes a bespoke facade, a digital immersive room  celebrating our heritage, our first Coach cafe, a local craftsmanship bar featuring a vintage shop and a unique sonic and smell identity.”

Lil Nas X

Late last year, Coach went live with a 3D technology powered extension of its Courage to Be Real campaign on the world famous Piccadilly Lights in Piccadilly Circus, London.

Piccadilly Lights, the largest advertising display in Europe, ran this for 24 hours a day, from 7th - 13th November, with an hourly 3D full screen takeover featuring Coach brand ambassador, Lil Nas X.

This saw the rapper move through doors that represented the struggles he has faced in life, from fear, self-doubt, to judgment from others. The sequence concluded with Lil Nas X looking over Piccadilly Circus whilst performing.

Zaccariello commented: “We’ve leveraged Ocean Outdoor DeepScreen 3D technology creating an illusion of Lil Nas X moving around and even out of the screen and looking over Piccadilly Circus whilst performing.”

He added: “Head down to Piccadilly to capture the moment and don’t forget to share on socials with the campaign hashtag #CourageToBeReal #CoachNY.”