Skip to main content

Coach opens Coach Play Singapore Shophouse

The First Asia Location in a Series of Concept Stores Celebrating Community

Esteemed fashion house, Coach have opened  Coach Play Singapore Shophouse, the first Asia location in a new series of immersive concept stores inspired by the house’s New York spirit and the local character of the surrounding community. Located at 5 Keong Saik Road, Coach Play Singapore Shophouse will mark the largest global concept store for the house to date.

Drawing inspiration from Singapore’s rich cultural heritage of the shophouse, the store features a modern interpretation of traditional architecture and design elements, reimagined through the distinctive lens of Coach’s hometown, New York. A blend of contemporary luxury and local charm, Coach Play Singapore Shophouse is divided into six rooms, each with its own unique theme, creating an immersive, hyper-physical experience that invites interaction and discovery.

Each room is uniquely curated to explore the evolution of the house’s rich legacy of craftsmanship, since Coach’s inception in 1941 to modern day and beyond. The Coach Lounge spotlights iconic Coach leather goods, while the Vintage Room invites customers to reimagine archival gems and vintage pieces through Coach Create, a unique cutomization experience rooted self-expression and the brand’s heritage of craftsmanship. Inspired by the iconic New York City subway, Coach Station features a curated selection of Coach ready-to-wear, and lastly Coach World offers an immersive digital art experience that tells the story of the house’s heritage of craft, boldly reimagined for the next generation.

Additionally, the space will feature the first Coach Café, where customers can enjoy artisanal coffee and classic New York City-inspired bites crafted in collaboration with Brawn & Brains. The menu includes exclusive items inspired by American classics with a hint of local charm such as the Classic Pancakes with maple syrup, homemade kaya, and mixed berries jam as well as the Gula Melaka Milkshake. The dessert bar menu is a tribute to Coach’s rich heritage featuring various brand codes such as the hangtag, Rexy and signature ‘C’. The Hangtag Surprise, Dream It Real S’mores and the Coach Hot Chocolate provides an interactive experience for the community dining in. Coach Play Singapore Shophouse will offer Coach’s latest collection including bags, ready-to-wear, leather goods and accessories.


The Coach Play Singapore Shophouse is located at 5 Keong Saik Road and is open Monday - Saturday 10am -10 pm