In a bold statement of the brand's new direction — an elevated premium positioning under the guidance of executive creative director Stuart Vevers — Coach has unveiled a new generation retail concept at its Wisma Atria flagship store in Singapore; designed and developed by Vevers and Coach president William Sofield. 

"As the Coach brand continues on the path of transformation, I wanted to create something different — different for Coach and unique in luxury," said Vevers. "I believe the new incarnation of the Coach store that William Sofield and I created will trigger a powerful change in the perception of Coach; it is sophisticated and refined, yet playful and authentic."

Coach flagship store in Wisma Atria, Singapore

The new generation Coach retail concept store

Inspired by New York City, the concept store plays on contrasting textures and luxe materials: Hand-tufted carpets complement warm wood finishes while a modern backdrop of video walls cater to digitally-savvy Millenials. Bright and contemporary, the store also features a dedicated monogram room to provide guests with complimentary personalisation services.

The new generation Coach retail concept store

Monogram room in the new Coach flagship

Monogrammed Coach notebooks

Located on Singapore's famed Orchard Road, the newly redesigned flagship covers an expansive 4,600 square feet and carries the brand's full collection of women's and men's lifestyle collections. In addition, the store will feature exclusive collaborations and special edition pieces, including the Coach x Peanuts collection — part of a series of limited edition projects celebrating the American luxury brand's heritage and spirit — which is currently available at the Wisma Atria store. 

Take a tour of the Singapore flagship by clicking on the slideshow below.

A fan of the house, Miroslava Duma recently visited the Wisma Atria store when she was in Singapore. Click below to discover the new Coach store with Mira.  

The Coach Wisma Atria flagship is located at #02-19/27, Wisma Atria, 435 Orchard Road, Singapore.