A custom single-decker bus brought the Coach x Spotify collaboration to life, creating an immersive space for fashion, music and self-expression.
The two brands teamed up for the Tabby Tour, a brand activation celebrating the connection between personal style and the music people love. With Promohire ready to help with everything from sourcing and branding to fit-out and delivery, it became the central hub of product discovery.
Click below to explore this immersive branded bus for yourself!
The Coach Tabby Tour x Spotify collab
The collaboration formed part of Coach’s Live Your Story promotional campaign.
It was a partnership built around the idea that what we wear, what we listen to, and the communities we connect with all tell our stories. Partnering with Spotify gave Coach a way to explore that connection with Gen Z through music and fashion.
At the heart of it all was Coach’s iconic Tabby bag, part of a collection that’s all about individuality and freedom of expression. The Tabby Tour brought this idea into the real world through an immersive event, with the goal of bringing young people together.
What did Coach and Spotify want?
Coach and Spotify needed a promotional vehicle that could bring their collab to life.
We were asked to source, convert and brand a single-decker bus for the Tabby Tour, transforming it into a space that reflected both brands. It had to make a big visual impact, while delivering an immersive walkthrough filled with a relaxed, vintage style.
The bus would travel to Central London and the Diecast event in Manchester, where it would serve as an immersive part of the wider Tabby Tour event.
How did Promohire help?
We took care of the key details, from finding the right bus to transforming it into an immersive space for the Tabby Tour.
Sourcing the perfect bus
Spotify and Coach asked us to find the perfect vehicle for their hire period. This meant looking at the options available and finding a model that was modern, reliable, and customisable. Just as importantly, we could source and deliver it at a much lower cost than if they’d purchased a bus themselves. Easy, fast, and highly cost-effective!
Why not see if one of our promotional buses is right for your brand activation?
Eye-catching vehicle branding
The exterior featured Coach x Spotify branding, with a striking mix of pink and mocha details. Designed to grab attention, the branded bus gave the collaboration a strong visual identity and helped ensure the Tabby Tour made an impression.
If you’re wondering how to get your vehicle branding just right, see our article on preparing your vehicle design for print.
The immersive mobile lounge
We transformed the inside of the single-decker bus into a welcoming space. Leather seating, warm wood panelling and vinyl records created a cosy, vintage atmosphere.
Fashionable items like the iconic Tabby bag were displayed throughout, giving visitors a chance to see the products up close – and it became the ideal setting for pictures, reels, and other user-generated content.
Built for a premium look, the entire fit-out was made from the ground up by Promohire's design and build team. Expert carpenters, fabricators, engineers, and electricians collaborated to ensure every inch of space was used effectively.
A dedicated listening station
We created an interactive listening area where guests could discover music and find their personal soundtrack. Positioned at the back of the single-decker bus, this listening station featured headphones and iPads – ideal for just enjoying the moment.
If this sounds like a great way to engage with young audiences, we suggest our list of 8 immersive bus campaigns. You may just get inspired!
What was the result?
The finished branded bus gave the Spotify x Coach Tabby Tour a distinctive, immersive event space for visitors to experience what both brands were about.
Over 3,000 guests got to experinece the bus in London alone!
With its vibrant exterior and atmospheric fit-out, the single-decker bus became a central feature of this London and Manchester activation. It combined bespoke displays with music discovery to create an experience blending sound, fashion, and self-expression.
Have a bold idea? Let’s get it moving!
From sourcing and vehicle branding to bespoke design and build, Promohire can deliver a promotional vehicle that puts your brand in the spotlight.
It all starts with a free discovery call where we’ll explore ideas and provide all the advice you need to get started. We can also manage everything you need via our campaign support services.
So whether you’re planning an immersive event, product launch or multi-location tour, click below to begin your journey!
