The New York heritage legacy brand Coach chose the windy city to unveil its new retail concept, “Coach Play Chicago.” Coach Play Chicago is the first in a series of interactive concept stores that aim to literally encourage “customers to play in Coach spaces inspired by their communities,” and explore the spaces informed by not only the local community, but also infused with rich New York history.
With nods to New York via vintage subway and street signs, the store—which stocks all-gender ready-to-wear, bags, and accessories—infuses Chicago’s culture via its vintage street signs, a 16 vintage baseball glove installation, and a marquee screen continually updated to reflect community happenings. Sustainable stools and mirrors made in Brooklyn at Skilset and Coach leather chairs made by Elise McMahon of like-minded objects in Hudson, NY, are paired with locally sourced vintage furniture, bespoke postcards, pin, patches, monogram hang tags, and local flora.
“Coach Play store in Chicago is the first of a new hyper-physical concept where we encourage customers to play and explore in our stores. Building on our positioning of expressive luxury, we are focusing on creating emotional connections with our customers and creating spaces where they can confidently express themselves,” said Sandeep Seth, global CMO and president of North America in an email interview with FashionNetwork.com. Customization will play a vital role in the concept of play anchored with an artisan’s leather bench, aka craftsmanship bar, with the brand’s newest expression of ‘Coach Create’.
“We chose Chicago for our newest concept location inspired by the unique character of the city and designed a space that reimagines Coach’s heritage mixed with local elements into a one of kind immersive experience for the community. Our new store concept allows Coach to connect more closely with our customers and the neighborhoods that they are a part of,” he continued.
According to FashionNetwork.com, the store will host workshops with local artists using 15 3D craft tools where clientele can make one-of-a-kind pieces, such as the popular Rogue bag, with additional styles rolling out. Personalization is realized in 100-plus Coach Create stamps as monograms, embellishments, and digital prints, including special patches and pins specific to the River North locale.
The new store sits at 444 N. Michigan Avenue, replacing a former Coach location at 625 N. Michigan, and is adjacent to the tony shopping district on Michigan. River North is known for its design-related businesses stocking upscale home furnishings, bars, restaurants, and nightclubs, and is popular with locals and tourists.
The opening kicks off other stores to follow the play concept with Singapore in March, Tokyo’s Harajuku in April, and Salt Lake City’s City Creek in June, with more to follow.
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