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.
To book your Coach Tabby experience and discover why it remains forever a cultural icon, head over to the Coach website here.
