COACH AR Experience
in Seongsu Pop-up
Description
COACH Korea wanted our team to create a digital experience package including an AR digital stamp tour and FOOH, and a Virtual Tour film to engage visitors in their #FindYourCourage Tabby Pop-up in the Seongsu Area, Seoul. In this project, I was responsible for developing the concept and designing 3D effects for the Welcome AR and Customising tabby bag, as well as creating the Virtual Tour film (full CGI).
Client
COACH
Year
2024
Type of Work
AR/3D/CGI
Credit
AR Stamp Tour
Designing an AR journey that integrated seamlessly into a high-footfall physical pop-up required both creative and technical precision.
I led the AR design for the mobile experience - building and optimising 3D assets for real-time performance in Three.js, while working closely with the developer to ensure feasibility from concept through to deployment.
Given the consistently long queues at the pop-up, performance was critical.
I refined UX flows to minimise friction, reduced asset weight to improve loading times, and stress-tested the reward-collection stage to prevent drop-offs at the final interaction point.
The result was a smooth, intuitive AR experience that complemented the in-store activation rather than slowing it down.
The AR Stamp Tour consists of a total of 3 steps:
Step 1 - Welcome AR
Scan the puffy COACH logo on the facade. Once the COACH logo animation plays, touch it and collect the first stamp.
Step 2 - Customise Your Own Tabby Bag
Play around with the 3D Tabby Bag by decorating it with stickers. Save it as a picture and collect the second stamp.
Step 3 - AR Photo
Take a photo in the photo booth with COACH Courage graphic filters,
then scan the C logo when downloading the photo to collect the final stamp.
Virtual Tour
The Virtual Tour film was also released, recreating the pop-up space in 3D to promote the pop-up experience before its opening.
I was responsible for the entire video, handling all processes from camera walk, lighting, rendering, and compositing, except for props modelling.
It was delivered in different variations for YouTube (16:9), Instagram feed (1:1), and reels (9:16).
