How Coach is winning over Gen Z one experience at a time

American luxury brand Coach is rethinking retail and hospitality to engage Gen Z, transforming traditional shopping into fully immersive, shareable experiences. From a retro-futuristic aircraft in Malaysia to cafés, bars, and a full-service restaurant in Singapore, Coach is building a lifestyle ecosystem where storytelling, interactivity, and design converge.

It all began with "Coach Play Singapore Shophouse", which opened in 2023 in the heart of Keong Saik. Spanning over 4,000 square feet across three storeys, it was Coach's largest concept store in the world at the time and the first of its kind in Asia. With Instagram-worthy nooks, six themed rooms featuring immersive and interactive experiences, and an American diner-style café, the brand quickly became a hit among Coach fans.

That same year, Coach took flight in Malaysia with "Coach Airways", a retail concept inside a repurposed Boeing 747. The experience earned recognition such as the Malaysia Book of Records title for the "First retail concept store in an airline."

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Nostalgia and retro-futurism

This year, Coach Airways returned with a complete redesign, blending nostalgia and innovation to captivate Gen Z.

“This new Coach Airways experience takes on a retro-futuristic theme, blending nostalgic travel aesthetics with a bold, space-age twist. The refreshed concept introduces a vibrant new color palette, our Coach Airways print woven throughout the space, and our fierce mascot, Rexy, in unexpected moments," said Giovanni Zaccariello, SVP, visual experience at Coach in an interview with MARKETING-INTERACTIVE.

"Compared to the 2023 version, this years’ experience feels bolder, more playful, and more visually dynamic, designed to spark curiosity and create a deeper emotional connection. It’s not just a revisit; it’s a reimagination that pushes the boundaries of retail storytelling even further,” Zaccariello explained.

By combining nostalgia, interactivity, and storytelling, Coach transforms its retail spaces into experiences that are both emotionally resonant and truly unforgettable, and into destinations that younger, experience-driven consumers have never seen before and are eager to share.

For Gen Z, such spaces offers experience-driven engagement, tapping into their desire for shareable, memorable moments that go beyond traditional retail. It also encourages creativity, connection and discovery, all of which are key drivers for a generation that values authenticity and immersion, said Zaccariello, adding that: 

The retro-futuristic aesthetic feels both nostalgic and fresh, mirroring Gen Z’s unique ability to remix vintage influences with contemporary style.

Expanding the Coach lifestyle

Since then, Coach has expanded its experiential footprint in Singapore, opening "The Coach Coffee Shop" in August this year at WEAVE, Resorts World Sentosa. Located at the front of the Coach retail store, the café channels the spirit of New York City, blending fashion, culture, and community in an immersive setting.

The space features a lush green façade, city skyline wallpaper, industrial fixtures, concrete walls, and decorative LED lighting. Fans will also spot Lil Miss Jo, the coffee cup mascot, on to-go cups, napkins, and exclusive merchandise including tote bags, baseball hats, T-shirts, mugs, canvas pouches, and water bottles.

The all-day menu serves American classics as well as sweet offerings including American cruller-style donuts and signature soft-serve in nostalgic flavours, including a Singapore-exclusive chilli crab. Coffee and specialty drinks round out the experience, with seasonal creations such as strawberry matcha and popsicle-inspired orange cream.

Meanwhile, the Keong Saik Road space has been transformed into "Coach Bar", offering cocktails, martinis, and elevated takes on the brand’s signature sandwiches. Together, these experiences reinforce Coach’s goal to create “vibrant, unexpected, and emotionally engaging” activations for younger audiences.

Most recently, the brand debuted its first full-service dining concept "The Coach Restaurant" at Jewel Changi Airport. Designed as a New York-inspired steakhouse with a Coach twist, the restaurant features leather accents, a suspended NYC taxi cab, a 10-seat chef’s counter, and an open woodfire kitchen. Signature menu items include USDA Prime cuts, Satsuma Wagyu A5, Dover Sole, and Instagram-worthy desserts such as a 20-layer chocolate cake and PB&J Baked Alaska.

“These immersive partnerships complement each other by transporting customers into the world of Coach, where every detail is designed to engage the five senses," said Zaccariello, adding that: 

Whether it's a retail experience or a restaurant collaboration, each activation deepens connection with younger audiences by making the brand feel vibrant, unexpected, and emotionally engaging—a world they want to explore and be part of.

According to Zaccariello, Coach promotes these experiences through a mix of owned social media, influencers, media, and community activations.

"With owned social media, our followers will see an ever-evolving content style and voice that resonates with younger audiences today," he explained. The brand is also intentional when collaborating with its sphere of influencers and media, not only ensuring their existing demographics include Gen Z, but also that they share the brand's values of creating authentic and expressive content for their community that resonates with Gen Z.

Looking ahead, Coach will continue to create multi-sensory experiences that spark emotional connections and invite Gen Z into a world of discovery. Zaccariello concluded: 

Our strategy focuses on building a strong Coach community by reimagining craft and heritage through fresh, innovative lenses—turning every touchpoint into a space for exploration, self-expression, and storytelling.

With Coach Airways, coffee shops, bars, restaurant collaborations, and a full-service dining concept, the brand is building a lifestyle ecosystem tailored to Gen Z — one that blends fashion, food, and immersive experiences, keeping the next generation engaged, inspired, and coming back for more.

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