Labelled the Coach Play Singapore Shophouse, the permanent concept store is a mix of experiential retail and F&B.
Occupying a shophouse (painted peach and pink) on Keong Saik Road in Chinatown, it seems like a random choice for a boutique and cafe.
But if you take into consideration the history of the brand that was inspired by its hometown of New York to create and build a community to live authentically, the concept store fits right into the vibrant neighborhood surrounded by buzzy eateries and other homegrown names.
There’s plenty to explore in this multi-storey playground, which houses a retail space, vintage store, a bespoke craftsmanship bar and also a cafe.
Here’s the thing about Coach Play – they want you to be exploring and discovering while you’re shopping or having a drink. But isn’t shopping supposed to be a quick transition?
Bringing New York right to Singapore, the heritage shophouse has been transformed to create a jarring yet oddly charming contrast with its minimalistic but colorful and modern decor. There’s always a detail to fixate on – from the subway signs on the walls to the singular shearing scissors on the wall that’re missing their rubber tip.
You can find the brand’s latest Spring 2023 collection on the first floor. Nothing says spring like colours so expect jelly sandals, the popular Coach Tabby bag in bright and fun shades and ready-to-wear items. The floor will be updated accordingly for new seasons.
The second floor is an extension of the shopping experience and has more brand apparel and accessories. Visitors can also pop by the vintage corner where limited edition classic bags are available – and proceed to make them more personalised at the Coach Creates craftsmanship bar.
On the third floor, visitors are free to sit and learn about the brand’s craftsmanship at the Coach World Art Experience through a short film.
After all things fashion, you can head back to the first floor to indulge at the sunny lemon-tinged Coach Cafe, which is a collaboration with local eatery Brawn & Brains. Snack on a NYC and local-themed menu featuring cheeseburgers, donuts, apple pies, chicken and waffles, and gula melaka milkshakes.
The Coach Play Singapore Shophouse is open daily from 10am to 10pm at 5 Keong Saik Road. The Coach Cafe however is open daily, except on Wednesdays, from 9am to 3pm for the day menu and 6-9pm for the Dessert Bar.
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