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Coach Contours: The Pilates Studio


During my placement with Jack Morton Australia, I was briefed to conceptualize an event for Coach's Tabby bag collection. The primary objective was to cultivate a stronger connection with the Gen Z audience
by highlighting the classic Tabby silhouette.It was important that the event remained faithful to the iconic shape of the Tabby bag, while simultaneously offering an experience that resonates with a younger demographic.

My concept, titled "Contours," envisions an immersive pilates studio that invites the Gen Z consumer to embrace their "pilates princess" aesthetic, complete with the Tabby bag as their signature accessory, complemented
by a refreshing iced coffee or matcha latte following the session.With the
rising popularity of pilates and the prevailing obsession with curating the perfect athleisure ensemble, this event concept harmoniously unites these
two culturally relevant worlds.

The branding approach emphasizes organic, authentic silhouettes
and shapes, reflecting Gen Z's  appreciation for authenticity across all
brand touchpoints.The "Contours" concept allows the timeless Tabby
bag design to take center stage, while recontextualizing it through
a contemporary, experiential lens that  aligns with Gen Z's lifestyle
aspirations and values. This approach aims to reintroduce the iconic
style to a new generation of consumers.


Supervisors: Andy Grady, Joe Want