Coach Stores Getting New Look

Coach (New York) has contracted with Studio Sofield (New York) to redesign its retail stores, beginning with the 4,000-square-foot flagship store on Rodeo Drive in Beverly Hills, which will make its debut this Fall. The store at Time Warner Center in New York will be remodeled thereafter.

Stuart Vevers, executive creative director for Coach told Women’s Wear Daily, “As soon as you start working on [a] collection, you start thinking about the environment it’s going to be in…Linking those becomes super important. It’s really important to have an environment that works with the collection, supports it, and to have somewhere that tells the new story.”

While the company is providing few details, it says the new store format will create a more intimate and sophisticated shopping experience. “I wanted this to feel like a change,” Vevers told WWD. I want this to feel new. This is a new Coach, and making sure that was understood [by Studio Sofield] was really the key thing.” He added that the new format is “something that feels genuinely authentic to Coach, but very much looks to the future…It’s going to feel like a new message from Coach.”