Coach Airways takes off again with bold new look in Malaysia

American luxury fashion house Coach is once again soaring to new heights with the relaunch of its immersive retail concept, Coach Airways, now sporting a striking redesign at Freeport A'Famosa in Malacca, Malaysia.

Housed inside a repurposed Boeing 747, the refreshed outlet boasts an upgraded cockpit, revamped windows, brand-new flooring, and eye-catching interior touches, bringing together luxury fashion and aviation nostalgia in a truly unique shopping experience.

Stealing the spotlight is Rexy, Coach’s fan-favorite T-rex mascot, who’s made himself at home throughout the cabin. From taking over cockpit screens and window panels to cheekily perched poses atop display counters, Rexy brings a playful twist to the space while keeping a watchful eye over Coach’s latest collections.

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Outside, the aircraft's tail fin has also received a stylish update. Where once a single oversized Coach Airways logo stood, it's now adorned with a pattern of miniature logos, giving it a dynamic, fashion-forward edge.

According to a LinkedIn post by Giovanni Zaccariello, Coach’s SVP of Global Visual Experience, the revamp reflects the brand’s ongoing mission to deliver fully immersive experiences, especially ones that resonate with Gen Z consumers looking for creativity, novelty, and connection.

Coach Airways first debuted in 2023 as the world’s first Coach retail concept store. Originally acquired and assembled as part of an ambitious project beginning in 2021, the transformed jet now offers a one-of-a-kind shopping experience, complete with a retail cabin, immersive gallery, and café earning accolades such as the Malaysia Book of Records title for the "First retail concept store in an airplane" and MATFA’s "Unique retail experience" of 2023. 

At the time of its launch, the chief minister of Malacca Ab Rauf Bin Yusoh said Coach Airways marks a significant milestone in the state's dedication to enhancing its tourism offerings for the public.

"This launch aligns with the objectives of Visit Malacca 2024 to achieve the targeted visitors. Beyond shopping, this establishment represents a symbol of luxury and prestige for all Malaysians, especially Malaccans," said the minister. 

Earlier this year, Coach signed a multiyear partnership with the Women’s National Basketball Association (WNBA), becoming the league’s official handbag partner as it looks to build deeper brand affinity at the intersection of fashion and sport.

The brand is also working with five standout WNBA prospects, including Paige Bueckers, Hailey Van Lith, Aneesah Morrow, Kiki Iriafen and Sonia Citron, to share their stories as athletes who bring fashion to the court and beyond.

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