Coach’s Charm Playground Has Landed at Selfridges London

Coach is proving otherwise with the launch of “The Coach Charm Playground,” a full-on immersive pop-up that just touched down at Selfridges’ iconic Corner Shop. Running from April 27th through May 22nd, the New York house has taken over one of London’s most coveted retail spaces with the kind of sensory overload that only Coach could pull off.

The centerpiece is a monumental Rexy installation (the brand’s beloved dino mascot) reimagined as a fully working slide for adults, flanked by a giant apple-shaped photo booth nodding to Coach’s NYC roots and an oversized Tabby bag doubling as an interactive display and live monogramming station.

Beyond the spectacle, the activation has ot all: A charm and customization station alongside London-based fine-line tattoo artist The Social. On the retail front, you can get a sharp edit of Tabby styles in pebble leather and quilted suede, running from classic shades to exclusive Corner Shop-only colorways in fuchsia and sky blue. The New York bag family like Empire, Brooklyn, plus new Kisslock and Turnlock silhouettes rounds out the offering alongside a limited runway RTW drop, basically a must-visit spot.

PHOTO CREDIT: Coach