US luxury fashion brand Coach has unveiled another innovative retail concept with the opening of Coach Airways at Freeport A’Famosa Outlet in Malaysia.
The distinctive pop-up store, housed on board a retired Boeing 747, aims to transport customers back in time to the ‘golden age’ of 1950s aviation.
Coach Airways immerses visitors in a nostalgic atmosphere with vintage design features and iconography. Before entering, customers are provided with an entry pass resembling a real plane ticket, enhancing the air travel experience right from the store’s entrance, which is accessible via an air bridge.
In addition to showcasing Coach’s collections of shoes, bags and apparel, the boutique features a café that serves beverages and snacks reminiscent of in-flight offerings. This playful and unique offering adds to the overall ambiance and engages customers in an authentic aviation experience.
The launch of Coach Airways, along with other recent initiatives, is aimed at capturing the interest of Gen Z consumers in particular. By combining fashion, immersive design and a distinct theme, Coach seeks to create a memorable and engaging shopping experience that resonates with the shifting preferences of a new generation of shoppers.
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