PRMMS Hero 2024
marketing interactive Digital Marketing Asia Singapore 2024 Digital Marketing Asia Singapore 2024
Coach launches new air travel themed boutique inside actual airplane

Coach launches new air travel themed boutique inside actual airplane

share on

American luxury fashion brand Coach has launched a new air travel themed boutique called Coach Airways at Freeport A'Famosa Outlet in Malacca.

Located in an actual airplane, the themed boutique space is decked out in Coach’s vintage iconography with a cockpit and aircraft seats along with racks of their apparel and bags. Customers have to take an air bridge to enter the boutique and will be given an entry pass that resembles a plane ticket upon entry. 

Don't miss: Coach takes its roving Christmas playground across Malaysian states

Opened to the public on 20 May this year, Coach Airways aims to bring back the luxurious feel of the golden age of air travel from the 1950s wherein customers can shop their product offerings, according to their website.

Coach Airways will also have a café with drinks for sale to emulate refreshments on board an aircraft. Customers who make a purchase at the Coach Airways store will receive a complimentary drink.

Coach’s new boutique appears to be garnering positive traction particularly on TikTok with many users saying that they will be more likely to visit the Freeport A’Famosa Outlet as seen by MARKETING-INTERACTIVE.

MARKETING-INTERACTIVE has contacted Freeport A’Famosa Outlet and Coach Malaysia for more information.

Coach appears to be increasing its campaign efforts in Southeast Asia after it recently opened the Coach Play Singapore Shophouse, a concept store done in collaboration with Brawn & Brains Coffee, a popular Singaporean cafe brand. The Coach Playhouse has a cafe that serves up Coach themed food along with retail and immersive interaction spaces in a three-storey shophouse unit along Keong Saik Road.

Painted in bright hues of pink and yellow, Coach Playhouse is a permanent attraction that even has a workshop with on duty artisans who are able to make customisations to some of their bags. 

Related articles:
Coach and Lil Nas X break down doors to encourage self-expression
Coach Malaysia fronts store associates in new campaign
Fendi X Heytea brand collab sparks craze among Gen Z consumers

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window