CUSTOM NEON® SHOWCASE

COACH PLAY @CATSTREET
EXPERIENTIAL RETAIL

Coach's latest and largest experiential store opened on Tokyo's famous Cat Street, a haven of hip culture dedicated to youth fashion that runs between trendy Shibuya and Harajuku. Having successfully run a Coach Play popup in Tokyo the year before, Coach's new experiential retail experience is a more substantial affair. Launched to massive excitement and longlisted for a Dezeen Retail Interior Award, Coach Play @Cat Street spans four open-plan floors that feature a reservation-only bespoke Coach Cafe, immersive zones, numerous retail displays, and its own popup of the Coachtopia made-from-waste product range.

EXPERIENTIAL RETAIL EXPERIENCECOACH PLAY @CATSTREET

Project ScopeCreation of Custom LED Neon Signs

Quantity28 Signs

UsageIndoor

Special FeaturesAnimation, UV Print, No-waste

What We Made for Coach Play @Cat Street:

Having worked closely with Coach's SVP Global Visual Experience, Giovanni Zaccariello and Senior Manager Global Creative Development and Visual Production Elle McNamara to develop upcycled signage specifically for the Coachtopia made-with-waste range, we were commissioned to create bespoke LED neon signs to outfit their exciting new Coach Play @Cat Street store.

Installed throughout the building, the 28 LED neon signs were custom-made to Coach's specific requirements. The design style varied from Kawaii to 50's vintage cinema to modern upcycled. The signage also included special features such as animation and UV-printed backboards.

Looking out over the atrium, in what's become a popular selfie spot, it's easy to see how the illuminated signs and art add to the store's energetic, playful vibe.

The leather goods section of the store features an entire wall of white LED neon artwork with the iconic Coach 'C' prominent throughout. And in the Coachtopia popup, the upcycled sign we made from LED neon offcuts hangs above the sub-brand's purses, wallets, and other items made from waste.

Finally, in the utterly adorable Cat Cafe, those lucky enough to get a reservation can enjoy their coffee and donuts overlooking the lower floors and grab a selfie with the animated neon coffee cup.