Covered Event

“[SINGAPORE] Coach unveils next generation retail concept at Wisma Atria store”



Singapore, 24 August 2015 Coach, a leading New York design house of modern luxury accessories and lifestyle collections, unveiled the brand’s next generation retail concept at its Wisma Atria store.


Coach hosted a private reopening party at the store with Mr. Ian Bickley, President of Coach International Group, Mr. Andrew Stanleick, President of Coach SEA & Oceania, as well as a special appearance by South Korean superstar, Jay Park.

The brains behind the new store design was none other than Coach Executive Creative Director Stuart Vevers. In partnership with with world renowned creative firm Studio Sofield, the duo sought to reinvent the Coach brand and drew from a wide range of influences, placing a premium on contrasting textures and luxe materials.


“We are thrilled to unveil our modern luxury retail concept at the Coach Wisma Atria flagship store,” said Mr. Stanleick. “I believe the new incarnation of the Coach store that Stuart and William Sofield created will trigger a powerful change in the perception of Coach. It is sophisticated and refined, yet playful and authentic.”


As one would expect of a party hosted by Coach, a variety of celebrity guests attended the reopening party, including local actors Jeanette Aw and Elvin Ng and style personalities Yoyo Cao, Arissa Cheo, Velda Tan, Melissa C. Koh and Jessica Tham. The guests brought their A game and dressed stylishly in chic, shearling and leather-accented pieces from Coach’s Fall 2015 collection.

South Korean rapper Jay Park was undoubtedly the star of the show, with both guests and fans clamouring for photographs with him.


At least 150 fans showed up to catch a glimpse of Jay Park at the event. Upon entering the flagship store at Wisma Atria, Jay struck a friendly chord with the guests and fans, speaking to them animatedly in perfect English. He also had aguided tour of the new store, and finally took his place at the photo wall on the black carpet.




The store will house the full range of men’s and women’s lifestyle collections, and is notably the first to feature a dedicated craftsmanship bar to provide guests with complimentary personalization services. The photo above features the special hot foil embossing machine that can be utilised for monogramming – a nice touch to complete the luxurious shopping experience.


The Coach Wisma Atria flagship store is located at Wisma Atria, #02-19/27 and is open daily from 10.00am to 09.30pm.


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