Coach to Launch New Retail Concept in Beverly Hills

By Paul Joseph

American luxury leather goods makers Coach are launching a new flagship store in Beverly Hill billed as heralding an entirely new retail concept.

Located in Rodeo Drive, the 5,335 square feet store is the result of a collaboration between Coach’s designer and president William Sofield and creative design firm Studio Sofield.

Stuart Vevers, Coach’s executive creative director, said: “William and I share a genuine desire to create something different – different for Coach and unique in luxury.

“I want our new store environment to organically trigger a significant change in the perception of our brand. A space that feels authentic to Coach, confident, modern and inviting, with honest construction and rich, warm materials."

He continued "The concept that Stuart and I have devised instils notions of raw materiality and hand craftsmanship that converse [juxtaposed] with the balance and expression of structure. It will have an elegant thoughtfulness that is classic, but buoyant with a lightness of spirit."

The new Beverly Hills store will open this Autumn, and will be followed by replicated openings in the Time Warner Center store in New York and in the Shinjuku district of Tokyo, Japan.

Coach was founded in New York in 1941.

By Paul Joseph