Coach Tabby Laneway
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Live experience
Building a bespoke laneway in Melbourne's CBD to connect Coach with Gen Z and Millennial crowds.
Coach
3 months
Coach was looking to launch a new line of their Tabby bag. However, tactics designed for their former audience demographic weren't working with new, upcoming luxury spenders.
The Tabby Laneway transformed a carpark into a perfect melding of Tabby's iconic new bag style, and Melbourne's laneway culture - right in the middle of the CBD. Specifically designed to encourage the kind of co-creation Gen Z and Millennial audiences enjoy, Tabby Laneway made sales, took over headlines and turned social feeds yellow.
