Coach Play concept store opens in Singapore, with digital immersive room celebrating brand’s heritage
Coach has opened a Coach Play store in Singapore.
This is the first Asia location in a new series of immersive concept stores.
It lines up alongside launches in Tokyo's Harajuku and Salt Lake City’s City Creek, with more to come.
In a LinkedIn post, Giovanni Zaccariello, SVP Global Visual Experience at Coach, said: “Coach opens Coach Play Singapore in a traditional Shophouse. This is the third in a series of concept stores leaning into localisation and community.”
“This immersive experience includes a bespoke facade, a digital immersive room celebrating our heritage, our first Coach cafe, a local craftsmanship bar featuring a vintage shop and a unique sonic and smell identity.”
Lil Nas X
Late last year, Coach went liive with a 3D technology powered extension of its Courage to Be Real campaign on the world famous Piccadilly Lights in Piccadilly Circus, London.
Piccadilly Lights, the largest advertising display in Europe, ran this for 24 hours a day, from 7th - 13th November, with an hourly 3D full screen takeover featuring Coach brand ambassador, Lil Nas X.
This saw the rapper move through doors that represented the struggles he has faced in life, from fear, self-doubt, to judgment from others. The sequence concluded with Lil Nas X looking over Piccadilly Circus whilst performing.
Zaccariello commented: “We’ve leveraged Ocean Outdoor DeepScreen 3D technology creating an illusion of Lil Nas X moving around and even out of the screen and looking over Piccadilly Circus whilst performing.”
He added: “Head down to Piccadilly to capture the moment and don’t forget to share on socials with the campaign hashtag #CourageToBeReal #CoachNY.”
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