Coach x Selena Gomez


Boost awareness of the Selena Gomez x Coach collection, and in addition create a memorable and shareable experience for fans that would break out of the clutter of New York Fashion Week.


A 4 week out-of-home media campaign impacting key audience segments across the US, complemented by a pop-up retail activation outside of their 5th Avenue location during NYFW.


New York Fashion Week



New York City







Let’s Take This Outside

Coach were looking for inventive ways to show off their new collection experientially, so we transformed a Digital Double Decker (DDD) into a Coach pop-up store. Functioning as an extension of the 5th Avenue flagship store, crowds flocked around to take a look inside and soak up the energetic atmosphere generate by the live DJ on the top deck and the Coach ambassador team.

Modern, Mobile and Luxurious

The modern, luxurious craftsmanship of the brand was carried through into the vehicle's interior retail environment featuring custom display units and gold accents. Leather goods were on display and available for purchase right from a remote point-of-sale system.

The exterior featured modern LED-illuminated creative on one side, and a 27ft digital display on the other, which was live-fed content from a photo-booth in the bricks & mortar store, where Selena took photos with fans. The Digital Double Decker lifted the activation’s overall media value as a versatile, stand-alone high-impact piece in the larger out-of-home media campaign.

The publicity of this event should create massive impressions across the media landscape and provide a further positive brand halo for Coach beyond today’s event… Kudos to Coach leadership on a smart strategy.

Randal Konik - Analyst, Jefferies