Coach Unveils Coach Play APW in Kuala Lumpur

Coach announces the opening of Coach Play APW, an experiential concept store inspired by the house’s New York heritage and the dynamic spirit of Kuala Lumpur.

Following the launch of Malaysia’s first Coach Play location in Ipoh earlier this year, Coach Play APW builds on the house’s venture into crafting interactive and exploratory experiences that captivate the senses—inspired by the expressive spirit of today’s generation.

Spotlighting the rich cultural history of A Place Where (APW), a prominent printing factory turned contemporary lifestyle campus, Coach Play APW blends historic charm and the house’s spirit of playfulness and self-expression to create an immersive retail destination celebrating a shared legacy of craftsmanship.

The atmosphere draws inspiration from the iconic visual language of Coach, including a warm color palette that evokes golden hour in New York City, archival Coach advertisements, and touches of leathercraft detailing that is a nod to the house’s heritage.

Classic house codes including Coach’s hang tags and beloved Coach mascot, Rexy, are additionally featured as signature design motifs. Spanning 3,280 square feet, the store is conceptualized as a space with various experiential areas.

Reception

Celebrating Coach’s legacy in leather craftsmanship and APW’s artistry of printing, the entrance showcases a unique Coach Play APW logo, combining a printing block of Coach’s iconic “C” with elements of APW.

Inspired by APW’s history as a printing factory, the reception also features posters with a retro aesthetic that are designed to illustrate the histories of both Coach and APW, which customers can take home as collectibles.

Tabby Shop

Coach Play APW will house the newest iteration of the Tabby Shop, a vibrant and immersive space inspired by Coach’s modern day-icon. Featuring the latest Tabby collections, the space is brought to life with playful neon lights and colorful design motifs that reimagine APW’s printing legacy.

The space is made even more vibrant with a neon sign of Rexy, the Coach mascot, who debuted on the runway of Spring Summer 2016 and has since become a much-loved icon.

The Coach Coffe Shop

The second of its kind in Malaysia, Coach Play APW will also feature The Coach Coffee Shop, a vibrant reimagination of a classic New York corner store with playful flair.

An animated neon sign of The Coach Coffee Shop mascot Lil Miss Jo, adds a playful touch, drawing inspiration from the neighbourhood New York diner. With its expansive indoor and outdoor areas, The Coach Coffee Shop comfortably accommodates 60 patrons, making it the largest The Coach Coffee Shop in the world in terms of size, seating capacity, and menu selections.

At the heart of The Coach Coffee Shop are its people – the baristas and chefs are specially trained professionals who are passionate about the brand and committed to delivering exceptional service and outstanding experiences.

The Coach Coffee Shop features specialty coffee and a curated menu of Americana-inspired all-day breakfasts, sandwiches, pastries, and desserts, which are all specially crafted in-house that promises to transport patrons to the brand’s hometown.

Some of the must-try items include savory delicacies such as Pastrami Sandwich on rye bread and Ricotta Toast drizzled with honey and sea salt; while maple glazed crullers, and cinnamon rolls satisfy the sweet tooth.

The beverages are served with Coach’s signature “C” ice cubes, offering a unique and memorable experience for patrons.

Coach also brought back the fan favorite from The Coach Coffee Shop in Coach Play Ipoh, the signature soft-serve, introducing new seasonal Americana flavors – Peanut Butter & Jelly, Key Lime Pie, Cream Cheese Bagel, and Pepperoni Pizza.

Coach Play APW is open to public from Tuesday to Sunday 10.00am to 10.00pm, and is located at A Place Where by APW, C-01, 29, Jalan Riong, 59100, Kuala Lumpur, Malaysia.(*)

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