Coach unveils 'Charm Playground' at the iconic Selfridges Corner Shop

Coach has transformed the Corner Shop at Selfridges with a new immersive retail experience, the 'Charm Playground', open from 27 April until 23 May.

'The Coach Charm Playground' is an imaginative pop-up in partnership with legendary London department store Selfridges at its iconic Corner Shop. The immersive experience marks a key milestone for the brand locally, while underpinning the importance of Coach’s continued commitment to crafting engaging, one-of-a-kind experiences.

Rooted in Coach’s spirit of playfulness and bringing iconic house codes to life, the space features a monumental installation of beloved dinosaur mascot, Rexy, adapted into a fun slide for adults. Guests can also enjoy a whimsical apple-shaped photo booth—a nod to Coach’s New York heritage—to capture, create and share their own photo printouts. 

Additionally, the space spotlights Coach’s iconic Tabby bag, reimagined as a larger-than-life interactive product display that doubles as a monogramming station. The installation includes a charm and customisation station, hosting a four-week residency with noted London-based fine-line tattoo artist The Social.

Visitors can shop a curation of iconic Tabby styles, including pebble leather and quilted suede iterations, classic staple colours such as black, chalk and warm brown, as well as exclusive colourways fuchsia and sky blue. Coach’s New York family of bags, including the Empire and Brooklyn, new Kisslock and Turnlock styles, and a limited curation of runway RTW pieces and accessories, will also be available to shop.

“In a world full of noise and constant distraction, we wanted to create a space where people can tap into their inner child and regain a sense of wonder through our Coach icons,” says Giovanni Zaccariello, SVP of Visual Experience. “Charms are the central theme throughout, because we wanted to underpin Coach’s belief in self-expression in a playful way—taking classic Coach codes and supersizing them.“