A phygital experience concept for Coach that transforms fashion from passive consumption into creative participation through a game based progression system and real world customization studio.
Coach Playhouse is a concept for a new kind of retail experience, one that blends digital gameplay with physical craft. Built around the Tabby Level Up System, the project reimagines how consumers engage with fashion by rewarding creativity, collaboration, and participation instead of popularity.
Users enter a digital game world where they complete style based quests, give structured critique, and unlock modular upgrades for their Tabby bag. These digital achievements translate into real world access, allowing users to customize physical products inside a Coach studio environment.
The experience is designed to solve a key cultural gap: today’s consumers want to build identity, not just buy it. By creating a system where recognition is earned through contribution, Coach Playhouse fosters deeper community, stronger brand loyalty, and a new form of creative belonging.
This project explores the future of retail as a participatory system—where brand, product, and community exist as one continuous experience.
