New York label Coach’s events tend to have a quirky element to them: see their collaboration with homegrown bagel joint Two Men Bagel last April and the more recent ice cream mobile that popped up in various locations across Singapore this March.
Their latest however, takes the cake. Dubbed the Coach Play Singapore Shophouse, it’s the brand’s largest global concept store to date: Coach has taken over an entire shophouse on Keong Siak Road and transformed it into a multi-textured space that houses (among other things) a lounge, a store, a gallery, as well as the world’s first Coach Cafe.
The Coach Play Singapore Shophouse, located at 5 Keong Saik Road
The shophouse has been apportioned into six sections, with each room uniquely curated to present a different side to the house’s evolution from its start more than 80 years ago in 1941 to the current day and beyond.
For example, the Coach Lounge is a space to appreciate iconic leather designs from the brand’s rich history, while the Vintage Room invites customers to reimagine archival pieces through an on-site customisation booth. On the other hand, the Coach World gallery projects into the future through an immersive digital art experience that puts a contemporary spin on the house’s heritage.
You can shop Coach’s latest bags, accessories and ready-to-wear pieces at the concept store.
What’s also of particular note is how the concept store emphasises its New York roots (there is a room named Coach Station within that’s inspired by the American city’s subway) while simultaneously paying homage to the city that hosts it. FYI, Singapore is the first stop in Asia for this global series of immersive concept stores.
Personalise your Coach bags through an on-site customisation booth.
Take for example how the Coach Cafe is helmed by none other than the beloved Singapore cafe Brains & Brawn – here, you can find items that blend both cultures, such as Classic Pancakes with maple syrup, homemade kaya and mixed berries jam, as well as a gula melaka milkshake.
Local cafe Brains & Brawn and Coach have collaborated on the menu for Coach Cafe.
Those with a sweet tooth should drop by the cafe for its dessert bar menu (6pm-9pm), where various yummies such as s’mores, apple crumble pie, ice cream sundaes and a chocolate hangtag (shaped after those found on Coach bags) will be made available.
Considered us sold on the synergy of this collaboration.
The Coach Play Singapore Shophouse is located at 5 Keong Saik Road. The store is open Monday to Sundays, 10am -10pm, while the cafe is open Monday to Sunday (closed on Wednesdays), with the day menu available from 9am to 3pm, and the dessert bar menu from 6pm to 9pm
