In October 2017, Coach Inc asked us to help them launch their new holding company, Tapestry. A New York based fashion house that is the very definition of modern luxury.
Our challenge was to create a global moment in time for their employees. A chance for them to see and hear about the brand before anyone else in the industry. To be introduced to the brand story and truly be a part of Tapestry’s unifying future.
We designed and produced a launch event at the Hammerstein Ballroom for the 3,000 NY based employees, while their global colleagues joined by live webcast.
Ensuring people felt both intrigued and excited about the future of Coach Inc, we created an immersive brand experience. We launched an interactive treasure hunt-style app ahead of the event to start teasing in information on the three brands, thus encouraging employees to actively participate in the launch. We hinted to the new brand in the lobby area and did a full brand reveal on stage.
Work completed at Instinctif Partners, London
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