Introducing Coachtopia, a bold challenge to fashion’s linear system.

Harnessing over 80 years of leather craftsmanship, Coach has taken steps towards a circular system with a new line of products crafted from reused leather bags and recycled materials. Reimagined and remade over multiple lives, with clear pathways for reuse and recycling, each product’s lifecycle is traceable through an embedded NFC chip.

Challenged by Coach to launch this innovative collection in the most circular way possible, StudioXAG bring this swirling world to life with impact worthy of the Wonder Room space at Selfridges in London. The Coachtopia product line is designed to be ‘circular from the start’ - considering the future life of a product proactively, rather than reactively. StudioXAG mirrored Coach’s circular ethos for the collection through a set of three approaches to the physical space:

- Reduce or eliminate virgin raw materials: the use of repurposed neon flex, recycled leather scraps and 100% recycled ‘Eco Board’ wood means the use of virgin materials was kept to a minimum

- Made to be remade: echoing Coach’s approach to the product, fixtures will have multiple lifespans

- Defined circular pathways: materials were selected that offer meaningful recycling opportunities at the end of life

‘Have Taste Love Waste’ is the central message for the campaign - a statement of intent and action - written boldly in neon across Window 20 to land this immediately and with impact. The lit signage was meticulously crafted from offcuts of neon flex, the lighting will be reused for other key stores including Coach’s flagship on Regent Street.

In the Wonder Room, visitors are given insight into what circularity means for the future of fashion. The Coachtopia tables and display units are made with repurposed leather scraps from Coach’s workshops that might have otherwise gone to landfill, this reconstituted leather creates a one-of-a-kind tactile material - an example of the power of treasuring waste as a building resource.

The ‘Education Wall’ illustrates modern fashion's current linear lifecycle, and Coach’s commitment to shifting the industry toward using reused, repurposed materials and products. The modular design of the space means that each element from the Coachtopia Selfridges launch will be disassembled and reused in a series of pop-ups throughout 2023.