Coach on the 1st March announced the opening of The Coach Restaurant and Coach Coffee Shop at Grand Indonesia Mall, marking the debut for the brand in the hospitality industry. Inspired by Coach’s vision of Expressive Luxury and its goal to connect with consumers through experiences beyond products, the restaurant and adjacent coffee shop are the first of a series of additional dining experiences the brand will unveil in 2024 and beyond.
Since Coach introduced its vision of Expressive Luxury in 2022, the brand has continued to transform into a platform for its customers’ self-expression through emotional storytelling grounded in its brand purpose “The Courage to Be Real” as well as creating experiences that encourage play and exploration, engaging customers through multi-sensory worlds. Coach’s new foray into hospitality with permanent, larger scale dining destinations builds on the success of its bespoke “Coach Play” stores as well as recent pop-ups that locate hospitality as a strong conceptual point of focus.
Drawing inspiration from the iconic visual language of New York, the house’s hometown since 1941, The Coach Restaurant reimagines a classic New York steakhouse through the lens of today. The restaurant features touches of Coach craft as a reference to the brand’s heritage, including menu covers, napkin cuffs, placemats and waitstaff aprons crafted with glovetanned leather, as well as plateware that features floral detailing inspired by Coach collections. The menu features iconic New York steakhouse fare, including strip steak, lamb chops, shrimp cocktail, wedge salad, and a classic martini—inspired by the restaurant’s vision to bring the spirit of New York City to Coach audiences around the world.
Designed by Coach Creative Director Stuart Vevers in partnership with William Sofield, designer and president of Studio Sofield, The Coach Restaurant spotlights iconic leatherware codes and colors, including archival hues of brown, gray and black. A nod to Coach’s craftsmanship and New York heritage, the location also features a mix of natural and industrial materials reimagined into refined architectural elements, including bronze mirror walls, stainless and blackened steel staircases, white-and-gray poured terrazzo floors, and tropical wall panel wood louvers that allude to the restaurant’s Southeast Asia location. Inspired by New York City taxis, the space additionally features bistro-style leather booths as well as a true-to-size NYC taxicab installation embedded in the ceiling. Building on the taxi motif, the space also incorporates circular hubcap walls as well as the exact “Taxicab Yellow” pantone featured as pops of color throughout the space.
Located next door to The Coach Restaurant is the Coach Coffee Shop, an extension of Coach’s dining experience at Grand Indonesia that reimagines a classic New York corner store with playful flair. The space references the brand’s origins with a modern attitude, featuring wallpaper with a New York cityscape, a menu spotlighting iconic diner bites like pizza and soft serve, and industrial design elements that evoke an urban attitude.
“The opening of our Coach Restaurant marks an extraordinary moment for Coach,” said Chief Executive Officer and Brand President of Coach Todd Kahn. “It marks not only our fullest expression of hospitality to date, but also shows our intention to create immersive experiences for our customers. The experience we designed for Grand Indonesia is inspired by our hometown, New York City, and the spirit that drives us today at Coach in everything we do. We can’t wait for our customers to sit down with their friends and family and have a meal with us—and to continue to bring these types of experiences to life for our customers all over the world.”
“The Coach Restaurant was a truly exciting creative opportunity and marks a special moment in our history—one that champions the reimagination of our heritage and pushes the boundaries of what a fashion house can be through experiences that delight all five senses,” said Vevers. “It was really fun working with William Sofield to explore the visual language of Coach in a new immersive way. We were inspired by the spirit of our hometown of New York with its swagger and eclectic energy, as well as a playfulness that’s inherent to Coach.
The opening marks a new chapter in the house’s venture into crafting interactive and exploratory experiences that captivate the senses on various levels. Building on this vision, Coach Play—a global series of immersive and highly localized pop-ups that will also include expressions of the Coach Coffee Shop—will continue to roll out across multiple locations, with upcoming launches in Japan and Malaysia.
