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A slice of New York has subtly nestled itself into the heart of Melbourne. At Daniel’s Car Park in the bustling Central Business District, a vibrant beacon in reminiscent of the distinct yellow of a NYC cab of creativity and fashion beckons: the Coach Tabby Shop. A pop-up, yes, but also an immersive journey into the spirit and creativity of the Tabby bag itself.
To celebrate the event’s opening overnight a crew of valued clients, media and VIP guests – many armed with their own Tabby and wearing pieces from the new Coach SS24 collection – descended upon the space that lit up Lonsdale Street like a bright yellow sun in miniature. Model Billie Jean Hamlet, influencers Nyaluak Leth, Jordan Turner Odell Munn, Cat Spanti and actress Miah Madden attended as Australia’s top DJ, Soju Gang & Friends provided the backing track.
Open to the public until March 17, the Coach Tabby Shop will offer a creative respite from the city streets. Upon entry, visitors are greeted by something that needs to be seen to be believed: a giant inflatable Tabby jumping castle, one of only two in existence in the world, that offers an interactive homage to the bag that has captivated hearts worldwide.
Echoing the lively energy of Melbourne’s laneways and the pulse of New York City’s cultural scene, the Coach Tabby Shop includes a DJ booth showcasing local talent, and a unique twist on the Coach Coffee Shop, offering delightful Tabby- and daisy-shaped cakes from the acclaimed Le Yeahllow bakery. Stepping into this pop-up is like entering a playful dream, where the optimism of spring and the joy of exploration merge. The centrepiece is the Daisy Daydream installation, a whimsical, botanical wonderland celebrating the season’s daisy print hero bag.
The Tabby Shop also offers an exclusive journey for shoppers to delve into a specially curated collection of Tabby bags. Among these, the limited-edition daisy print and a stunning quilted yellow version stand out as the pop-up’s signature pieces. This exciting pop-up is the latest chapter in the brand’s foray into the world of hospitality, a step inspired by Coach’s ethos of Expressive Luxury. It aims to forge deeper connections with consumers, transcending traditional product offerings.
The journey of the Tabby Shop is only just beginning; it’s set to bring its unique charm next to Korea and Taiwan, with a rollout to more global hotspots slated later in the year.
The story of the Coach Tabby bag is a tale of cultural legacy and style evolution. Born from a blend of classic craftsmanship and modern design, the Tabby bag has evolved into a symbol of personal expression and sophistication. Over the years, it has become a canvas for artistic and cultural dialogues, seamlessly integrating into the tapestry of urban life and fashion. It’s not just an accessory; it’s a companion in the journey of self-discovery, embodying the essence of contemporary luxury with a playful twist.
The Tabby bag’s rich history is reflected in its diverse range, from the limited-edition daisy print to the signature quilted yellow design that mirrors the pop-up’s theme. This Melbourne event is a chapter in Coach’s ongoing narrative of Expressive Luxury, an ambition to transcend traditional retail and forge genuine connections through unforgettable experiences. The journey of the Tabby Shop is only beginning; it’s set to bring its unique blend of fashion, art, and culture to Korea and Taiwan next, continuing its global voyage.
As the sun sets over Lonsdale Street from the 14th to the 17th of March, the Tabby Shop will close its doors in Melbourne, leaving behind memories of a New York-inspired spring, a celebration of creativity, and a reminder of the enduring allure of the Coach Tabby bag.
To book your Coach Tabby experience and discover why it remains forever a cultural icon, head over to the Coach website here.
Creative & Fashion Direction: Kim Payne
Photography: Jordan Drysdale
Videography: Sean Kirkwood
Video Editing: Sabine Battel
