Coach Play Chicago
What: Coach Play Chicago is the first in a series of concept stores designed to encourage customer engagement.
Why it is important: The store concept takes an interactive approach while building on the retailer's positioning of expressive luxury to create emotional connections and spaces where customers can express themselves.
The space features Coach Create, a customization program where local artists will host workshops where customers can create unique pieces by personalizing bags. Additionally, the store carries ready-to-wear, bags, and accessories that are gender neutral.
Coach wants to take the intimidation factor out of walking into a luxury store by encouraging customers to touch, feel, and play with merchandise while also allowing easy access to the product assortment.
The Chicago space reimagines Coach's heritage with local elements mixed into a one of a kind immersive experience, where customers can connect more closely with Coach and their neighborhood. The store features nods to New York with vintage subway and street signs while also incorporating Chicago's culture with a baseball glove installation and marquee screen.
Following the opening of the Chicago store, the next Play concept stores will be opening in Singapore, Tokyo, and Salt Lake City.