Coach Play Singapore Shophouse - reimagining the Coach story through local lens | SENATUS



Coach Play Singapore Shophouse - reimagining the Coach story through local lens

19 April 2023

South Korean actor Lee Soo Hyuk joined local celebrities at the grand opening of Coach Play Singapore Shophouse, a special concept shop that reimagines the Coach story through a local lens.

Located at 5 Keong Saik Road, Coach Play Singapore Shophouse will mark the largest global concept store for the house to date.

Drawing inspiration from Singapore’s rich cultural heritage of the shophouse, the store features a modern intepretation of traditional architecture and design elements, reimagined through the distinctive lens of Coach’s hometown, New York.

A blend of contemporary luxury and local charm, Coach Play Singapore Shophouse is divided into six rooms, each with its own unique theme, creating an immersive, hyper-physical experience that invites interaction and discovery.

Each room is uniquely curated to explore the evolution of the house’s rich legacy of craftsmanship, since Coach’s inception in 1941 to modern day and beyond.

The Coach Lounge spotlights iconic Coach leather goods, while the Vintage Room invites customers to reimagine archival gems and vintage pieces through Coach Create, a unique cutomization experience rooted self-expression and the brand’s heritage of craftsmanship.

Inspired by the iconic New York City subway, Coach Station features a curated selection of Coach ready-to-wear, and lastly Coach World offers an immersive digital art experience that tells the story of the house’s heritage of craft, boldly reimagined for the next generation.

Additionally, the space will feature the first Coach Café, where customers can enjoy artisanal coffee and classic New York City-inspired bites crafted in collaboration with Brawn & Brains.

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