FASHION MARKETING
- COACH Cares: “What Courage Looks Like” Pop-Up Concept
COACH Cares: “What Courage Looks Like” is an experiential activation that brings the brand’s message of courage, creativity, and community to life. This sensory pop-up concept features an immersive Courage Booth and interactive Courage Wall, inviting guests to capture personal moments and reflect on what courage means to them. The space becomes a celebration of self-expression, storytelling, and shared vulnerability, going beyond traditional retail to deepen emotional connection and reinforce COACH’s mission to make a positive impact through care, creativity, and community.
Experiential Design + Strategy
Storytelling + Emotional Connection
Digital Innovation
COACH CARES PHOTO BOOTH EXPERIENCE
The COACH Cares Photo Booth invites guests to capture meaningful moments that reflect what courage means to them. Guests can view campaign content, purchase exclusive products, and receive digital or printed photos as keepsakes of the experience.
This mock-up illustrates the digital community interaction within the Coach Cares pop-up. Visitors scan the QR code to answer the prompt “What does courage mean to you?” and their reflections appear live on the illuminated display, with select responses featured on the digital platform.
Together, they form a collective wall of courage that celebrates personal expression and connection through technology.
PRODUCT EXCLUSIVITY
At the Pop Up,guests can purchase limited-edition Tabby bags or heart-lock keychains. Each representing the Unlock Your Courage campaign. These products will be exclusive to the pop-up, creating both urgency and a sense of exclusivity.At the Pop Up,guests can purchase limited-edition Tabby bags or heart-lock keychains. Each representing the Unlock Your Courage campaign. These products will be exclusive to the pop-up, creating both urgency and a sense of exclusivity.
At the Pop Up,guests can purchase limited-edition Tabby bags or heart-lock keychains. Each representing the Unlock Your Courage campaign. These products will be exclusive to the pop-up, creating both urgency and a sense of exclusivity.At the Pop Up,guests can purchase limited-edition Tabby bags or heart-lock keychains. Each representing the Unlock Your Courage campaign. These products will be exclusive to the pop-up, creating both urgency and a sense of exclusivity.
EXTENDING THE EXPERIENCE BEYOND THE POP-UP
A digital extension of the activation would allow guests to engage with the What Courage Looks Like campaign from anywhere. The online experience would feature interactive journal prompts, downloadable keepsakes, and an opportunity to enter an exclusive giveaway. In addition, COACH would curate a dedicated product edit highlighting styles inspired by the pop-up collection—bringing the spirit of courage and creativity into the digital space.
Social sharing will be encouraged through Instagram, TikTok, and other platforms, leveraging guest and influencer content to amplify reach. Brand ambassadors in each city will further drive engagement. By blending physical and digital interactions, the “What Courage Looks Like” pop-up aims to leave a lasting impact on all who attend.
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© JACQUELINE CAPOCCIA
2025
SITE DEVELOPED BY JENNI RENAS
SITE DEVELOPED BY JENNI RENAS