It’s the season of new store openings: Jimmy Choo opened theirs at Paragon last week, as did homegrown label In Good Company at Ion Orchard. Today, Coach’s revamped flagship at Wisma Atria (#02-19/27) marks its official opening, with Korean-American singer Jay Park making an appearance.
Working with interior design firm Studio Sofield, creative director Stuart Vevers – yes, he who injected a big dose of urban cool into the American brand’s offerings – gave the 4,600 sq ft-wide store interior all the cool, modern trappings you’d expect of a brand which is at the top of its social media game (case in point: alongside the launch of the recent Coach x Peanuts collection, the brand’s app gave users a chance to add stickers of the comic book characters onto phone snaps). Cue video walls and contemporary artwork alongside wooden furnishings and plush, hand-tufted carpeted floors.
The store will house the full range of men’s and women’s lifestyle collections, including the handbags that Lady Gaga and Ariana Grande’s pups posed with for the #CoachPups campaign. From now till Sep 13, you can take home a free leather notebook for every $800 spent.
Free personalisation services
But the biggest draw is Coach’s brand new monogram shop within, which will offer complimentary personalisation services on bags, wallets and other small leather goods. No lengthy waiting time is required as monogramming will be done on the spot and will take five to ten minutes.