THE COACH RESTAURANT AND COFFEE SHOP
Coach celebrates 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. Paired with the soft and natural lighting, the atmosphere makes for an intimate and memorable dining experience.
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 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 shop will also debut the coffee shop’s mascot Lil Miss Jo, a friendly coffee cup inspired by vintage New York diner imagery and the spirit of the city that never sleeps.
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