COACH has announced the opening of Coach Play APW, an experiential concept store inspired by the house's New York heritage and the dynamic spirit of Kuala Lumpur.
Following the launch of Malaysia's first Coach Play location in Ipoh earlier this year, Coach Play APW builds on the house's venture into crafting interactive and exploratory experiences for its customers.
Spotlighting the rich cultural history of A Place Where (APW), a printing factory turned contemporary lifestyle campus, Coach Play APW blends historic charm and the house's spirit of playfulness and self-expression to create an immersive retail destination celebrating a shared legacy of craftsmanship.
The atmosphere draws inspiration from the iconic visual language of Coach, including a warm colour palette that evokes golden hour in New York City, archival Coach advertisements, and touches of leathercraft detailing that is a nod to the house's heritage. Classic house codes including Coach's hang tags and the Coach mascot, Rexy, are additionally featured as signature design motifs.
Celebrating Coach's legacy in leather craftsmanship and APW's artistry of printing, the entrance showcases a unique Coach Play APW logo, combining a printing block of Coach's iconic "C" with elements of APW. Inspired by APW's history as a printing factory, the reception also features posters with a retro aesthetic that are designed to illustrate the histories of both Coach and APW, which customers can take home as collectibles.
Coach Play APW will house the newest iteration of the Tabby Shop. Featuring the latest Tabby collections, the space is brought to life with playful neon lights and colourful design motifs that reimagine APW's printing legacy.
It also houses an interactive screen-printing service where visitors can purchase T-shirts or tote bags and have them screen-printed with one of ten different designs offered by Coach.
Coach Create Bar meanwhile, is a space dedicated to customisation. Customers can enjoy a complimentary monogram service that is designed to allow them to personalise their hang tags.
Also making its Malaysian debut at this venue is Coachtopia. Each piece from the Coachtopia collection is reimagined from recycled, repurposed and renewable materials originally used in the creation of Coach leather bags. All bags in the collection, including crowd favourites like the Ergo and the Wavy Dinky bag, feature embedded NFC chips, allowing customers to scan and discover the story behind the sourcing, crafting process, and materials of the bag.
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