The second installation of Coach Play is here, and it can be found in A Place Where (APW), Kuala Lumpur. This comes hot on the heels of the first Coach Play that was opened in Ipoh.
The concept of Coach Play APW draws on the venue’s history, which was originally a printing factory. And that ode to heritage is visible throughout the entire space, what with the archival Coach advertisements and classic house codes on full display.
Coach Play aims to turn fashion into fun. This gets customers not only to partake in retail, but to experience the brand as a whole. And that is exactly what guests will do when they step into the venue.
Sections and style in Coach Play
Part of the reason why is thanks to the ample activities available. Coach Play is divided into sections, each with its own themes and purpose. One example would be the Tabby Shop, which features the brand’s iconic collections — a haven for Tabby fans.
Then there is Coachtopia, an eco-conscious project that merges fashion and the community. All bags in this collection include scannable NFC chips that redirect to information on the bags’ sourcing and crafting process. Plus, this is the first-ever Coachtopia in Malaysia.
The ready-to-wear and footwear section follows its namesake. So both men and women who are ready to splurge a little can find items for purchase here.
Coach’s first screen-printing service
But perhaps the most interesting section of all is the Creative Hub, which include the Coach Create Bar and the Archive Room. Within this area lies the interactive screen-printing service — the first of its kind that Coach is offering in the world!
Here, visitors get to purchase T-shirts or tote bags to have them screen-printed with one of the ten designs available. Besides picking the designs, customers can also choose from four different colourways. One thing to note is that all the designs are based on archival Coach advertisements. So, not only do guests pick combinations they enjoy most, they also get to delve into the brand’s history.
It only takes 15–20 minutes for the screen-printing service to complete. But guests who want to relax while they wait can head somewhere specifically for this purpose: the Coach Coffee Shop.
This coffee shop whisks visitors off to its venue of inspiration, a corner store in New York — a perfect spot for both customers and friends of customers who’d like to wait beyond the dressing room. With indoor and outdoor areas that can comfortably accommodate 60 people, The Coach Coffee Shop makes for a perfect place to enjoy a cuppa as well as some delicious food.
There are the run-of-the-mill retail experiences, and there are all-encompassing fashion adventures. If it is the latter you are after, then Coach Play APW is where it is at.
Once you are done with this story, click here to catch up with our October 2024 issue.
