Coach rolled back the years from their launch in 1980s American malls by helping me launch an American Mall - Starcourt Mall to be exact. They were great partners who generated considerable footfall to their stores in the real world... and they even were up for me giving them a secret tunnel leading to a demogorgon lair. 

• I designed a Coach store selling real bags and accessories
• I devised an in-world competition through business cards 
• This campaign drove large footfall in real world London stores 
• A key storyline ran through this space ensuring large levels of footfall and fan interest
• The fan fave character Erica Sinclair was anchored here improving a variety of narratives
• A secret tunnel led to a one way Russian Lab pulsed experience
• Here the audience met a a new character Yuri Volkov, a Russian lieutenant and scientist
• Fans absorbed deeper narratives regarding Season 3 and the Russian interference
• Experience was flushed out with a terrifying sudden Demogorgon scare 
• Follow on storylines using Hawkins payphone network saw fans help Yuri defect
• We had a lot going on and an incredibly happy client