Coach has launched its Coach Play experiential store concept in Le Marais, Paris.

Introduced in 2023, the concept reimagines the traditional luxury store as a more “accessible, less intimidating” experience, with each boutique tailored to its city.

In Le Marais, the building’s original stone walls are complemented by warm wood and chrome accents, alongside mid-century-inspired fixtures incorporating speakers and leather patchwork. It also features neon signage to pay homage to the color and energy of the 1970s.

The boutique carries an assortment led by the brand’s Tabby icon bag across silhouettes, alongside its Originals line, small leather goods, footwear, men’s accessories and bag charms.

Coach has said its Play stores dedicate a significant portion of floor space to non-retail experiences, including customization stations, where it has observed customers spend longer versus traditional stores.

The concept also serves as a testing ground for ideas the brand can later roll out across its broader network.

Tapestry SVP and GM for EMAI said the Paris Play boutique marks the brand’s goal of expanding its presence in the region.  

“Opening our new Coach Play store in the heart of Paris champions individuality and authentic self-expression for Gen Z,” he added.

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