Coach × It’s Bagels – London Pop-Up Event

Client: Coach and It’s Bagels

Designer: Max Bellhouse


Designed by Max Bellhouse, this New York–inspired pop-up for Coach’s collaboration with It’s Bagels was installed outside Selfridges. Our team delivered the full build, starting with the refurbishment and customisation of a food cart — stripped back, refinished, and branded with new signage and custom printed vinyls for service of lox-and-shmear bagels.

We also built and reworked a range of NYC-style street furniture and props, including a new stand dispenser and a vintage telephone stand, all designed to connect the exterior activation with the Coach Tabby shop inside Selfridges.

This project highlights our capabilities in pop-up event builds, retail brand activations, custom fabrication, and high-impact installations for global brands. We deliver detail-led, creative environments from workshop to onsite installation.

For the main installation outside Selfridges, we refurbished and customised a full-size food cart — stripping it back, repairing and refinishing it before adding Coach-branded signage and custom printed vinyls. The cart served as the centrepiece of t
For the main installation outside Selfridges, we refurbished and customised a full-size food cart — stripping it back, repairing and refinishing it before adding Coach-branded signage and custom printed vinyls. The cart served as the centrepiece of t
We built and reworked a series of New York–style props and street-furniture pieces designed by Max Bellhouse for the Coach × It’s Bagels pop-up. This included a custom stand dispenser, a refurbished vintage telephone stand, and additional street elem
For the main installation outside Selfridges, we refurbished and customised a full-size food cart — stripping it back, repairing and refinishing it before adding Coach-branded signage and custom printed vinyls. The cart served as the centrepiece of t
For the main installation outside Selfridges, we refurbished and customised a full-size food cart — stripping it back, repairing and refinishing it before adding Coach-branded signage and custom printed vinyls. The cart served as the centrepiece of t