Immersive experiences have long been pivotal in fashion marketing, offering customers a glimpse beyond the traditional brick-and-mortar setup into a world of novelty and interactivity. One brand excelling in this arena is the New York-based label Coach, which has significantly enhanced its approach in recent years. Take our region, for instance; over the past year, we’ve witnessed the introduction of Coach Play Singapore Shophouse—a concept store seamlessly blending local charm with the cosmopolitan allure of the brand. And let’s not overlook the cool Coach Airways, a travel-themed boutique housed within a real aircraft in Melaka. With Coach, fun experiences are always on the agenda, ensuring lasting memories for customers.
Expanding its rapidly growing portfolio of experiences, the brand introduces The Coach Restaurant and Coach Coffee Shop in Grand Indonesia Mall, Jakarta—a significant debut for the brand in the hospitality sector. “The opening of our Coach Restaurant marks an extraordinary moment for the brand. It marks not only our fullest expression of hospitality to date, but also shows our intention to create immersive experiences for our customers,” said Chief Executive Officer and Brand President of Coach Todd Kahn. Here’s what to expect in both locations:
A classic steakhouse
As expected, the restaurant embodies all the elements of a classic New York steakhouse from the brand’s hometown since 1941. Envision bistro-style tanned leather booth seats and an ambience bathed in dim yet soft and natural lighting, accented with touches of Coach craftsmanship as a nod to the brand’s heritage. This includes menu covers, napkin cuffs, placemats, and meticulously crafted waitstaff aprons, along with plateware featuring floral detailing inspired by Coach collections. Our menu favourites include crab cakes, Caesar salad with fried oysters, Cacio e Pepe, the signature lobster roll, strip steak, lamb chops, shrimp cocktail, among others—all of which are deliciously prepared and tastefully presented.
Every aspect of the restaurant, including its menu, is overseen by Coach’s Creative Director, Stuart Vevers. In collaboration with William Sofeld, designer and president of Studio Sofield, The Coach Restaurant incorporates a blend of natural and industrial materials reimagined into refined architectural elements. This includes bronze mirror walls, stainless and blackened steel staircases, white-and-grey poured terrazzo floors, and tropical wall panel wood louvres that subtly reference the restaurant’s Southeast Asia location.
The pièce de résistance, which you will want to take pictures of (or with!), is the true-to-size New York City taxi cab installation suspended upside down from the ceiling. The space also features circular hubcap walls and exact taxi yellow Pantone accents throughout, adding vibrant pops of colour. It truly offers an experience worth capturing and savouring!
For pizza lovers
The New York experience extends further with the Coach Coffee Shop located next door, offering an extension of Coach’s dining experience. The menu highlights iconic diner bites such as large, hand-tossed thin-crust pizzas, delectable cakes and pastries, creamy soft serve, and an array of speciality coffees.
At the side, you’ll find a selection of Coach Coffee Shop merchandise featuring the friendly mascot Lil Miss Jo—a cute little coffee cup inspired by vintage New York diner aesthetic. The goods include laptop-sized canvas tote bags, bottles, T-shirts, sweaters, and caps, all reflecting the unique vibe of the coffee shop.
We were thrilled to attend the grand opening alongside esteemed Southeast Asian celebrities like Blue Pongtiwat, ALVN, Glenn Yong, and Anna Jobling, as well as Jakarta stars Luna Maya, Afgan, Chelsea Aislan and Angga. Their presence added to the excitement and buzz surrounding this new addition to the Coach dining experience.
Elevating the special occasion was South Korean K-pop star and actor Kang Min-Hyuk, who also graced the restaurant with his presence. See a glimpse of the event here.
Explore more of the restaurant below.
View this post on Instagram
For more lifestyle and travel reads, click here.
| SHARE THE STORY | |
| Explore More |
