Coach, the renowned New York brand, has introduced a new retail concept called ‘Coach Play Chicago’ in the bustling city. This groundbreaking store design will serve as a blueprint for future Coach stores worldwide. The concept takes an interactive approach, encouraging customers to engage and explore the spaces, which are inspired by the local community and infused with the rich history of New York. Following the successful opening in Chicago, Coach plans to introduce the play concept in other cities like Singapore, Tokyo’s Harajuku, and Salt Lake City’s City Creek, with more locations to come.
Sandeep Seth, the global CMO and president of North America at Coach, explains that the aim of this new concept is to establish emotional connections with customers and provide spaces where they can confidently express themselves. Chicago was chosen as the inaugural location for this concept due to its unique character. The store seamlessly blends Coach’s heritage with local elements, creating an immersive experience for the community.
The store incorporates nods to New York, such as vintage subway and street signs, while also incorporating the culture of Chicago through vintage street signs, a baseball glove installation, and a marquee screen that highlights community events. Sustainability is also a priority, with stools and mirrors sourced from Brooklyn and Coach leather chairs made in Hudson, NY. Locally sourced vintage furniture, bespoke postcards, pins, patches, monogram hang tags, and local flora add a personalized touch to the space.
Customization plays a crucial role in the play concept, demonstrated by the craftsmanship bar, where customers can create unique pieces using 3D craft tools. The popular Rogue bag is one of the items that can be personalized, with more styles to be introduced. The store also offers over 100 Coach Create stamps for monograms, embellishments, and digital prints, including special patches and pins specific to the River North locale.
Located at 444 N. Michigan Avenue, the new store replaces a previous Coach location at 625 N. Michigan. It is conveniently situated next to the upscale shopping district on Michigan Avenue and within the lively River North neighborhood. River North is well-known for its design-related businesses, upscale home furnishings, bars, restaurants, and nightclubs, making it a popular destination for locals and tourists. The area is characterized by beautiful, historic buildings like The Merchandise Mart, The Apparel Center, Marina City towers, the IBM building, and the Wrigley Building.
Coach Play Chicago signifies the start of a new retail era for the brand, with a focus on creating immersive spaces that cultivate emotional connections with customers. With plans to open more stores in cities around the world, Coach aims to bring its unique ‘play’ concept to a broader audience.
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