To celebrate the arrival of Spring, Coach has revealed a totally new project. With the new pop-up shop, nestled in the ground floor of Dubai’s Mall of the Emirates, the New York-based luxury label is bringing even more of its playful universe to the UAE. Titled “The Coach Tabby Shop,” the immersive 10-day-long pop-up boutique is open until May 5, and includes a sunshine yellow, larger-than-life inflatable bouncy castle in the shape of the label’s beloved Tabby bag, for shoppers to quite literally step into the world of Tabby.
The traveling pop-up, which had previous stops in Korea, Taiwan, and Melbourne, also features an iteration of the Coach Coffee Shop in collaboration with local bakery Tania’s Tea House. Guests can nibble on bespoke Tabby-inspired treats while browsing a curated selection of the iconic silhouette in varying colors and sizes.
Coach, a name synonymous with American luxury and craftsmanship in leather goods, has had a significant rebrand, spearheaded by Creative Director Stuart Vevers in the past couple of years. Founded in 1941 under the name Manhattan Leather Bags by husband and wife, Lillian and Miles Cahn, Coach built its reputation on quality leather handbags and accessories, becoming a household name, revered for its timelessness. Today, Coach has emerged as the new “cool girl” brand for GenZers thanks to a series of strategic initiatives including partnering with Riverdale actress Camila Mendes and rapper Lil Nas X, and launching Y2K-inspired campaigns. But above all, it’s ultimately the Tabby bag that’s in charge of leading the brand’s revival. A viral sensation, on TikTok, #coachtabby has over 26.3 million views, with the viral #pillowtabby at a growing 24.1 million views.
Inspired by an archival Coach style from the 1970s, the Tabby was born in 2019, and was an overnight hit. The Tabby line is rejuvenated each season, resulting in a plethora of iterations, from the fan-favorite Pillow Tabby to the Jelly Tabby, Shearling Tabby, and more. For Spring 2024? It’s all about quilted leather and denim. Quickly emerging as one of the most sought-after handbags of the moment, Coach is proving once again that it can deliver timeless pieces that resonate with contemporary desires.
The Coach Tabby Shop pop-up is running until May 5. To book your spot on the bouncy castle, click here.
