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Coach x CDF Mall

Elvin led and designed a one-of-a-kind pop-up for the Coach Fall & Winter 2021 collection located in Haitang Bay, China. After the popup & store takeover launched, Coach received numerous positive feedback from customers, store, CDF & hotel. The pop-up had millions of media exposure, generated 40% store sales uplift, 30% traffic uplift since the new store concept launched along with a 102% e-commerce sales increase.


Lead Experience Design






Rexy, the Coach mascot, travels to Haitang Bay, Sanya for her beach holiday in true Americana style celebrate the California dream along with the tropical charm at Haitang Bay.

Design Adaptation

The concept of "Rexy on Holiday" was adapted at different scales.

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