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Coach Debuts “Play” Store Concept in Chicago

Interactive design featuring customization services to be rolled out globally

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Shutterstock, Ken Wolter

Luxury apparel and accessories brand Coach (New York) has launched its latest retail concept in the Second City. “Coach Play Chicago,” Fashion Network reports, is the first in a series of store designs planned for other cities globally in coming months.

The concept encourages customers to play and explore the spaces, which are infused with references to the local community, as well as to the brand’s home base of New York.

“Play” stores are slated to open in Singapore in March, Tokyo in April and Salt Lake City in June, with more to follow.

“Building on our positioning of expressive luxury, we are focusing on creating emotional connections with our customers and creating spaces where they can confidently express themselves,” said Sandeep Seth, Coach’s Global CMO and President of North America, in an email interview with the outlet.

Customization plays a central role in the store in the form of a craftsmanship bar, part of the brand’s “Coach Create” initiative. The store will also host workshops with local artists using 3D craft tools where shoppers can make one-of-a-kind pieces. [Editor’s note: VMSD will explore the growing use of customization/personalization by retailers in its March/April edition.]

The new store is at 444 N. Michigan Ave., in Chicago’s River North neighborhood. It replaces a former Coach location at 625 N. Michigan.

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Read more at Fashion Network.

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