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Coach Play - Salt Lake City, Utah

Tactile, Expressive Luxury for the Gen Z Consumer

We partnered with Coach to redesign their City Creek Store in Utah as a multi-sensory destination for GenZ customers to discover and co-create.

As an embodiment of Coach’s Expressive Luxury positioning, the store invites visitors to engage more meaningfully with the brand, get hands-on with product and engage with the space in a more interactive way. The store features multi-sensory materials that leverage emotional responses and a colour palette that inspires and energizes. The environment is designed to encourage the Coach community to play and express themselves through product, styling and customisation.

The Coach brand codes, such as beautifully crafted leather and the iconic hangtag, have become part of the store fit-out, capturing the essence of Coach heritage in new modern interpretations. Colourful brand gestures and smaller discoverable moments within the facade design draw customers beyond the threshold. The iconic Coach Signature, playfully reinterpreted in neon, sits within the colourful window frame revealing quotes from Coach’s legendary first lead designer Bonnie Cashin. Two key experiences on the consumer journey define the concept and speak to the wants and needs of the GenZ audience. 

At the centre of the space is Coach Create—an immersive co-creation workshop offering self-expression through customization alongside the house’s expert craftspeople. Curved fixtures and an open-plan workspace encourage visitors to interact with products and express their unique creative point of view. Visitors can customise their Coach bags, create a bespoke hangtag or even customise the store itself through localised stickers. This offering evolves the existing Coach Create experience to resonate with the creativity of today’s generation.

The Fashion Fit zone is a communal space for social shopping moments, designed to inspire collaboration, confidence and self-expression. Featuring an open "fitting room” and sofa space, customers are welcome to try on and style bags and accessories while capturing shareable fashion moments. It’s a space inviting consumers to experiment with their style boundaries, shoot content and interact with the brand in imaginative new ways.