New Coach store at Keong Saik Road with NYC-inspired cafe & uniquely designed immersive spaces

Fashion brand Coach now occupies a baby pink shophouse along Keong Saik Road — and let me tell you, it really stands out.

Officially deemed the Coach Play Singapore Shophouse, the space took on a modern interpretation of traditional architecture and design elements, reimagined through the lens of Coach’s hometown, New York.

Beyond just shopping for the latest collection of bags, ready-to-wear, leather goods, and accessories, customers can also visit the first Coach Café and the shophouse’s uniquely-designed rooms showcasing the brand’s history.

Coach Café

At the cafe, customers can enjoy artisanal coffee and New York City-inspired bites crafted in collaboration with local coffee roasters, Brawn & Brains.

Its menu has exclusive items inspired by American classics, with a hint of local charms such as a gula melaka milkshake and pancakes with maple syrup, homemade kaya, and mixed berries jam.

Items on its dessert bar menu features various brand codes such as the hangtag, Rexy and signature ‘C’.

The Hangtag Surprise, Dream It Real S’mores, and the Coach Hot Chocolate provide an interactive experience — patrons can have fun breaking the chocolate hangtag, roasting marshmallows and making their own hot chocolate.

Themed rooms

The three-storey shophouse has themed rooms that have been uniquely curated to allow customers to explore the evolution of the house’s craftsmanship from when it first started in 1941 to today.

The Coach Lounge spotlights iconic Coach leather goods.

While the Vintage Room Invites customers to reimagine archival and vintage pieces through Coach Create — which allows them to customise their items with cute patches or hanging charms.

Coach Station, inspired by the iconic New York City subway, features a curated selection of Coach ready-to-wear.

And lastly, Coach World has an immersive digital art experience that tells the story of the house’s heritage of craft and how it has been reimagined for the next generation.

Coach Play Singapore Shophouse

Store Opening Hours:

Monday to Sunday, 10am to 10pm

Coach Cafe Opening Hours:

Monday to Sunday (Closed on Wednesdays).

Day menu: 9am to 3pm

Dessert Bar: 6pm to 9pm

This sponsored article by Coach Singapore is making the writer eager to visit the shophouse this weekend.

All images via Coach.