Coach Singapore opens next gen store

Coach Singapore has unveiled its new generation store on Orchard Rd in the Wisma Atria shopping centre.

The New York-headquartered brand describes the new store format as its “next generation retail concept”.

So important is the new outlet to the brand, South Korean superstar Jay Park was flown in to preside over the launch party.

The store, a refurbishment, features the full range of men’s and women’s lifestyle collections, and is the first by the brand to feature a counter providing complimentary personalisation services.

“We are thrilled to unveil our modern luxury retail concept at the Coach Wisma Atria flagship store,” said Coach South East Asia and Oceania president Andrew Stanleick.

“I believe the new incarnation of the Coach store that Stuart and William Sofield created will trigger a powerful change in the perception of Coach. It is sophisticated and refined, yet playful and authentic.”

The new concept was developed by Coach executive creative director Stuart Vevers in cooperation with creative firm Studio Sofield. Coach says the design team sought to reinvent the Coach brand, drawing from a wide range of influences, placing a premium on contrasting textures and luxe materials.