Stores & Online Retailers
COACH PLAY @CATSTREETEXPERIENTIAL RETAIL
Coach's latest and largest experiential store opened on Tokyo's famous Cat Street, a haven of hip culture dedicated to youth fashion that runs between trendy Shibuya and Harajuku. Having successfully run a Coach Play popup in Tokyo the year before, Coach's new experiential retail experience is a more substantial affair. Launched to massive excitement and longlisted for a Dezeen Retail Interior Award, Coach Play @Cat Street spans four open-plan floors that feature a reservation-only bespoke Coach Cafe, immersive zones, numerous retail displays, and its own popup of the Coachtopia made-from-waste product range.
Challenge
Although the neon installation created an eye-catching focal point at the storefront, guests weren’t driven to share their experience online. Without organic social posts, the brand lost out on peer recommendations, influencer buzz, and free exposure—leaving its social channels stagnant despite a significant investment in signage. The client needed a way to spark user-generated content and extend the installation’s impact well beyond the physical location.
Solution
We teamed up with the client’s marketing team to turn the neon into a social media magnet. First, we built a dedicated selfie wall complete with a custom hashtag and an Instagram-friendly frame. Strategic accent lighting and floor decals directed visitors to the perfect photo spot. Then, staff gently prompted guests—“Tag us #NeonHubGlow!”—and offered quick picture tips. Within weeks, user-generated posts surged, amplifying the brand’s reach far beyond the storefront.
Project Details
- Project Scope
- Creation of Custom LED Neon Signs
- Quantity
- 28 Signs
- Special Features
- Animation, UV Print, No-waste
- Usage
- Indoor
“Partnering with NeonHub on our Coach Play @Cat Street pop-up was an absolute game-changer. From our first consult through the final launch, their team handled every detail flawlessly—translating our brand vision into stunning, Instagram-ready neon art, managing the tight design and fabrication schedule, and executing a seamless on-site install. The dedicated selfie wall and strategic lighting drove a flood of user-generated content, and we saw a measurable lift in foot traffic, dwell time, and even average order value. NeonHub’s professionalism, creativity, and follow-through made the entire process effortless—and the results speak for themselves.”
