Apr 14, 2023
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Coach opens 'Coach Play' concept in Singapore

Apr 14, 2023

Coach announced on Thursday the opening of a new 'Coach Play' concept store in Singapore, representing the first Asia location in the new series of immersive concept stores.

'Coach Play' opens in Singapore. - Coach

Dubbed 'Coach Play Singapore Shophouse', the store design was inspired by Singapore’s rich cultural heritage of the shophouse and features a modern interpretation of traditional architecture and design elements.

The store is divided into six rooms, each with its own unique theme, creating an immersive, hyper-physical experience that invites interaction and discovery, and encourages customers to "play." In particular, The Coach Lounge spotlights iconic Coach leathergoods, Room 1941 invites customers to collaborate with local artists and archival pieces, and Coach Create offers a unique customization experience. 

Lastly, inspired by the iconic New York City subway, Coach Station features a curated selection of Coach ready-to-wear, while Coach World offers an immersive digital art experience that shares the house’s story and heritage.

The store houses Coach’s latest collection, as well as the first Coach Café, which offers artisanal coffee and classic New York City-inspired bites, made by Brawn & Brains. 

The New York heritage legacy brand unveiled its new retail concept in February, in Chicago, as the first in a series of updated store designs to be replicated in other cities globally. 

Other locations have been announced to open in Tokyo's Harajuku, as well as in Salt Lake City’s City Creek in June, with more to follow. The new store, which sits at 5 Keong Saik Road, Singapore, marks the largest global concept store for the house to-date.

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