Following my first series of events with Coach Taiwan in 2023, I was invited back for a second year to provide music for a series of holiday-season retail events across Taiwan.
From late November through December 2024, I performed five DJ sets at Coach stores in Taipei, Taoyuan, Taichung, and Kaohsiung. The locations included Coach Taipei 101, Gloria Outlets Taoyuan, Mitsui Outlet Park Taichung, and Hanshin Arena Kaohsiung.
For each event, the music was selected to complement the atmosphere of the store and the seasonal campaign. I mixed indie pop, nu disco, contemporary pop, and modern Christmas tracks to create an upbeat but comfortable soundtrack for customers exploring the latest Coach collections.
One of the most enjoyable parts of the series was how closely the performances were integrated with the visual identity of the events. Each location featured Coach’s seasonal displays and branded DJ setup, and I wore a different Coach jacket for each appearance. It made each performance feel connected to the collection rather than simply adding music to the background.
Retail events require a different approach from nightclub or private-event DJ sets. The music needs to support the brand, the environment, and the customer experience while remaining energetic enough to give the event its own personality. With five performances across four cities, this series was also a great opportunity to adapt the music to different stores and audiences while maintaining a consistent overall direction.
It was a pleasure to work with Coach Taiwan again for a second consecutive year, and the collaboration continued with another series of Coach events in 2025.
Read about my 2025 Coach Taiwan brand events here.
For brands, PR agencies, and event teams looking for a DJ for retail activations, product launches, fashion events, corporate functions, or other branded experiences in Taiwan, please feel free to get in touch to discuss the music direction and requirements for your event.
