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Coach has opened its first Coach Restaurant and Coach Coffee Shop in the Grand Indonesia Mall in Jakarta, marking the premium brand’s debut in the hospitality industry.
Drawing inspiration from Coach’s concept of Expressive Luxury, initially introduced in 2022, the restaurant and its adjoining coffee shop signify the beginning of a sequence of dining ventures the brand plans to introduce worldwide in 2024 and beyond.
Designed to foster more profound connections with consumers beyond mere products, this dining venture extends from the triumph of “Coach Play” stores and recent pop-up venues where hospitality was a key element. The inaugural Coach Restaurant, drawing inspiration from New York City, presents a contemporary interpretation of the classic New York steakhouse. Its interior design incorporates nods to the brand’s heritage, while the menu aims to imbue customers worldwide with the essence of New York City.
Todd Kahn, CEO and brand president of Coach, said, “The unveiling of our restaurant signifies a remarkable milestone for the brand. It represents our most comprehensive embrace of hospitality thus far and underscores our commitment to crafting immersive experiences for our customers”, he added.
The restaurant, designed by Coach’s Creative Director Stuart Vevers in cooperation with William Sofield of Studio Sofield, features the brand’s trademark leatherware colours, such as archival brown, grey, and black. The design idea honours the brand’s handcrafted legacy by combining natural and industrial features like bronze mirrors, steel stairs, terrazzo flooring, and wood louvers that discreetly reference the company’s Southeast Asian location.
In addition, the design, inspired by New York City cabs, has bistro-style booths and a ceiling-mounted taxicab reproduction with hubcap highlights and brilliant “Taxicab Yellow” details that provide excitement to the area.
Vevers said in a statement, “The Coach Restaurant presented an immensely thrilling creative opportunity and represents a significant milestone in our journey—a moment that celebrates the reinterpretation of our heritage and challenges the conventional boundaries of a fashion house by delivering immersive experiences that captivate all the senses. Collaborating with William Sofield to delve into Coach’s visual language in a fresh, immersive manner was truly exhilarating.
“We drew inspiration from the vibrant spirit of our beloved hometown, New York, with its confident charm and eclectic vitality, as well as the inherent playfulness that defines Coach. I aimed to craft an atmosphere that feels imaginative and unconventional yet cozy and inviting.”
Located next to The Coach Restaurant, the Coach Coffee Shop reinterprets the classic New York deli, merging the brand’s legacy with contemporary flair. Adorned with wallpaper depicting the New York skyline, it serves up iconic diner staples such as pizza and soft serve while showcasing an industrial chic aesthetic.
The opening signifies the commencement of a fresh era of interactive, sensory encounters from Coach, beginning with the expansion of the Coach Coffee Shop into Japan and Malaysia. Moreover, the global debut of the Coach Tabby Shop is scheduled for this spring in Australia and Asia, further epitomizing the brand’s dedication to expressive luxury and genuine self-expression.
