Coach Play concept store in Singapore plays host to Coachtopia immersive, circular economy takeover

In April, Coach opened a Coach Play store in Singapore, the first Asia location in a new series of immersive concept stores.

This lines up alongside launches in Tokyo's Harajuku and Salt Lake City’s City Creek, with more to come.

And it has now been taken over by Coachtopia, Coach’s new sub-brand which focuses on circular products and collaborations with creatives.

In a LinkedIn post, Giovanni Zaccariello, SVP Global Visual Experience at Coach, said: “Our Coach Play Singapore transforms into a fully immersive Coachtopia takeover.”

“The installation includes a new digital “cloud” installation and new cafe treats ☁️☁️☁️. The production is fully circular including inocra fixtures, neons, vm props and more. Congrats team on this launch.”

ZERO10

Coach recently partnered with Zero10 to bring the company’s augmented reality technology to its Soho store in New York.

From 5th May to 5th June, shoppers were able to virtually try on eight versions of Coach’s Tabby Bag in different colours and styles.

Introducing ZERO10 AR Storefront and AR Mirror 🍧

Last Friday we celebrated the launch of @coach global Tabby Bag campaign and here is the recap of how it went. But don't let us just tell you about it, come visit!

143 Prince St, New York
May 5 — June 5#CoachNY #InMyTabby pic.twitter.com/ZqmecydfxD

— ZERO10: The Future Of Fashion (@zero10_app) May 8, 2023

Zaccariello commented: “This new AR installation lets window shoppers try on the Tabby bag without stepping foot in-store.”

“Digital versions of the iconic Tabby Bag will be available for try-on through our in-store AR Mirror and AR Storefront, the latter debuting for the first time through this collaboration. Congrats to all the teams at Coach and Zero10.”