The Stage - Pop Up

Isetan Stage, Shinjuku

Role: Motion Art Director
Year: 2019
Client: Coach
Discipline: Tech Lab

THE WORK

Customization at Isetan Stage

Coach took over the Isetan Stage in Shinjuku, Japan for the second year in a row. Customization was the focus for the pop-up with one-off embellishments being specifically created for the event. The design and experience challenge was to find a narrative that built on top of the existing Coach Create offering within the retail fleet and resonated with this luxury customer.

The idea

We developed an iPad experience that live streamed to the wall and allowed the customers to sign their one-of-a-kind design and pose for a photo showing it off.

Idle Screen

The experience began with an ambient idle state designed to attract foot traffic through the pop-up, utilizing Coach's seasonal floral patterns.

"Sign your name to start" interaction

Users initiated their personal journey by digitally signing the interface, a gesture that mirrored the craftsmanship of leather embossing.

"Customize layout" interaction

A real-time customization engine allowed users to compose their own visual layouts, selecting from a curated palette of brand assets.

We wanted any technology to be invisible to the customer so all of the crafted interactions were hidden from sight, and leverage RFID allowed us to position antennas and readers at specific locations, so once triggered the customers environment would magically change around them, giving them that surprise factor that we were after.

We created a number of videos that reacted to the RFID that transitioned to build the backdrop for a highly shareable moment.

Social Response

A look at the social buzz and user creations from the 10-day activation.