The Tabby Tour:
Explore
Your Story Edition

A: I studied exhibition and narrative environments design at university and began my career in experiential design in NYC. I joined Coach in October 2022 as an Associate 3D Designer on the Visual Experience team under Joanna Roopchand, and have recently stepped into the role of 3D Design Manager.

A: Cheerful, Engaging, Yellow

A: The design lives within our playful Tabby world, drawing inspiration from our Coach icon. Soft curves and rounded forms serve as a recurring visual language across Tabby environments, echoing the Coach “C” hardware and signature bag shape.

For the Tour, we envisioned an outdoor book nook lounge—a welcoming space for people to come together, foster community, enjoy a book, and feel inspired to share their own stories.

A: While we’ve been evolving the Tabby world over multiple seasons, the Tour concept came together relatively quickly! Our process usually spans several months, exploring multiple directions through mood and sketches before refining the final design and moving into production—it was about a six-month journey from start to finish.

A: I think the meaningful participatory elements are central to experiential design—creating lasting memories, beyond just quick attention grabs. Our Tabby Truck hosts our co-create workshop for bespoke monogramming, complemented by a circular library and interactive story wall to help people connect and build community.

A: Getting to step inside the secret door to the craftsmen space in the Tabby Truck is pretty fun! The seating is also super modular and can come together like a ’70s-style conversation pit, which is a nice nod to social spaces. I also love the mirrored shades—they create cool, unexpected photo angles when you look up.

A: The Tabby Truck was brought to life through collaboration with several global partners, as the tour is traveling across China, Southeast Asia, and North America. Each region introduced its own creative approach to the build. For North America, our partners sourced a Piaggio cab—essentially merging it with a trailer structure to create the full truck and bag concept.

Across all regions, many of the Tabby elements were bespoke, with forms that were hand-molded and carved to achieve the precise detailing and soft, dimensional quality of the bag.

A: It’s been great to see people enjoy the space, getting to see visitors discover the same details we were excited about is always a plus! And, the “Share Your Story” walls have been overflowing, which is awesome.

A: How we show up in our physical spaces is so important, as this is our brand world that people step into every time they enter one of our experiences or pop-ups.

I want to continue designing spaces that feel approachable, inclusive and relevant—places that invite exploration and self-expression, our in-person environments become a way to build these genuine connections with consumers.

A: Absolutely! The Tabby bag is referenced throughout the design of the space, both abstractly in the forms and more literally through realistic props. The soft curves and rounded edges of the furniture are inspired by the bag’s silhouette and its signature rounded “C” hardware.

We also brought the product to life at an oversized scale for the Tabby Truck—carefully detailing it to match the real bag, from the hardware and hangtag, to the stitching and Coach engraving on the bag flap clasp.

A: We wanted to create a meaningful and relevant experience in a welcoming environment. I hope we were able to create a community space that encourages this.

A: Community, fun memories & maybe a good book or a new perspective!