American luxury brand Coach is rethinking retail and hospitality to engage Gen Z, transforming traditional shopping into fully immersive, shareable experiences. From a retro-futuristic aircraft in Malaysia to cafés, bars, and a full-service restaurant in Singapore, Coach is building a lifestyle ecosystem where storytelling, interactivity, and design converge.

It all began with "Coach Play Singapore Shophouse", which opened in 2023 in the heart of Keong Saik. Spanning over 4,000 square feet across three storeys, it was Coach's largest concept store in the world at the time and the first of its kind in Asia. With Instagram-worthy nooks, six themed rooms featuring immersive and interactive experiences, and an American diner-style café, the brand quickly became a hit among Coach fans.