• Eugenie Mae

CONTEN.T x Coach's Bagel Shop

Updated: May 12



Coach honours the New York bagel culture with an unexpected collaboration in Singapore this 2022 Spring Season. With the success of the Coach Tomorrow's Vintage pop-up last year, the luxury brand reinvents the classic New York Bagel Shop into a vintage pop-up with cult-favourite Two Men Bagel House - a New York style bagel sandwich joint in Singapore this time around.


Working closely with Coach for another exciting campaign, we've incorporated a playful gamification feature to seal off the COACH x TWO MEN BAGEL HOUSE collaboration to let fans engage and be a part of the activation at the vintage pop-up bagel shop. Here, customers can not only enjoy delicious bagels, but also play a bagel-themed mobile game to collect 5 'Bagelsonas' (bagel personas). Not only that, the top scorer at the end of the event will walk away with a FREE Coach bag!





To play and learn, choose from a team of 'Bagelsonas' specially designed by Two Men Bagel house, all dressed in Coach's 2022 Spring Collection. Once you've created your character, navigate your 'Bagelsona' through a Mario-like land and tap to jump and collect coins while you're at it! As simple as it sounds, you will have to be careful, taking care not to fall into the water or bump into an evil kitty as you play through the game. Each attempt lets you redeem a set of stickers at the pop-up while Singapore's top scorer will be in the running to win a luxury Coach bag.

Throughout the process of curating 'The Coach Bagel Shop' mobile game, we've kept the gamification easily accessible across all devices for a hassle-free user experience - omitting the need to download external apps in order to play the game. As for its design, we've worked closely with Coach through the entire process to bring 'The Coach Bagel Shop' game to life with a simple, yet exciting 8-bit themed interactive concept for anyone to enjoy and have fun with.



"Coach's foray into digital experiences was a result of the pandemic. In the absence of in-person events, we sought other ways to connect and engage with customers - that's how Gamification has enabled us to do just that, in an exciting and authentic way.

It's also the perfect way for us to connect with a whole new group of Gen Z audiences who love all things gaming!"

Ms Campbell O'Shea

General Manager, Tapestry Southeast Asia and Oceania




Fans can experience the "Coach's Bagel Shop" game here to redeem a set of exclusive stickers and stand a chance to win a FREE Coach bag! The Coach x Two Men Bagel house was carried out throughout 9th April - 8th May 2022 at a shophouse in Duxton Hill, with actual bagels, free stickers and limited merchandise to collect.

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