Coach has opened The Coach Restaurant and Coach Coffee Shop at the Grand Indonesia Mall, marking the brand’s official move into hospitality. Although Coach has experimented with pop-up spaces tied to food — such as its Bagel Shop Pop-Up launched in collaboration with Two Men Bagel House — the restaurant and adjacent coffee shop are the brand’s first permanent fixtures, with more planned in 2024 and beyond.
The new culinary destinations are inspired by the brand’s Expressive Luxury vision that was unveiled in 2022. Through Expressive Luxury, Coach aims to connect with consumers through experiences — not just products. The Coach Restaurant, which was designed by Coach Creative Director Stuart Vevers in partnership with William Sofield, designer and president of Studio Sofield, draws inspiration from the visual language of New York and aims to reimagine the classic city steakhouse. The design spotlights iconic leatherware codes and colors, including hues of brown, gray and black, and features a mix of natural and industrial materials that are repurposed for refined architectural elements such as bronze mirror walls as well as stainless and blackened steel staircases.
The steakhouse also features touches inspired by New York City taxis: the space is adorned with bistro-style leather booths, circular hubcap walls and even a true-to-size taxicab installation embedded in the ceiling. Pops of “Taxicab Yellow” bring vibrance to the otherwise soft and naturally lit space. The restaurant also features subtle touches that tie to the brand’s craft: menu covers, napkin cuffs, placemats and waitstaff aprons are designed with leather, while the plateware features floral detailing inspired by Coach collections.
The Coach Coffee Shop is a natural extension of the New York theme but has a more playful flair visually. The space features wallpaper with a New York cityscape and industrial design elements, and the shop also features a mascot, Lil Miss Jo, a friendly coffee cup inspired by vintage New York diner imagery.
“The opening of our Coach Restaurant marks an extraordinary moment for Coach,” said Coach President and CEO Todd Kahn in a statement. “It marks not only our fullest expression of hospitality to date, but also shows our intention to create immersive experiences for our customers. The experience we designed for Grand Indonesia is inspired by our hometown, New York City, and the spirit that drives us today at Coach in everything we do. We can’t wait for our customers to sit down with their friends and family and have a meal with us — and to continue to bring these types of experiences to life for our customers all over the world.”
