Coach has opened its first-ever restaurant and coffee shop, opting for the Indonesia market to make its hospitality industry debut.
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Located in Jakarta’s Grand Indonesia Mall, the new Coach Restaurant and Coach Coffee Shop draw inspiration “from the iconic visual language of New York,” the house’s hometown since 1941.
Designed by Coach creative director Stuart Vevers in partnership with William Sofield, designer and president of Studio Sofield, The Coach Restaurant reimagines a classic New York steakhouse and features leatherware codes and colours, including archival hues of brown, gray and black, as seen in menu covers, napkin cuffs, placemats and waitstaff aprons crafted with glovetanned leather, as well as plateware that features floral detailing inspired by Coach collections.
The location also features a mix of natural and industrial materials, including bronze mirror walls, stainless and blackened steel staircases, white-and-gray poured terrazzo floors, and tropical wall panel wood louvers that riff on the restaurant’s Southeast Asia location.
Inspired by New York City taxis, the space additionally features bistro-style leather booths as well as a true-to-size NYC taxicab installation hanging from the ceiling.
Diners can also expect an iconic New York feast, with the menu featuring notable steakhouse fare, including strip steak, lamb chops, shrimp cocktail, wedge salad, and a classic martini.
Located next door, the Coach Coffee Shop features wallpaper with a New York cityscape, a menu spotlighting iconic diner bites like pizza and soft serve, and industrial design elements. The shop will also debut the coffee shop’s mascot Lil Miss Jo, a coffee cup inspired by vintage New York diner imagery.
“The Coach Restaurant was a truly exciting creative opportunity and marks a special moment in our history—one that champions the reimagination of our heritage and pushes the boundaries of what a fashion house can be through experiences that delight all five senses,” said Coach Creative Director Stuart Vevers.
“It was really fun working with William Sofield to explore the visual language of Coach in a new immersive way. We were inspired by the spirit of our hometown of New York with its swagger and eclectic energy, as well as a playfulness that’s inherent to Coach. My vision was to create an atmosphere that feels imaginative and offbeat but also warm and inviting.”
The Tapestry-owned Coach said the Jakarta restaurant and coffee shop are the first of a series of additional dining experiences the brand will unveil in 2024 and beyond.
“The opening of our Coach Restaurant marks an extraordinary moment for Coach,” said chief executive officer and brand president of Coach ,Todd Kahn.
“It marks not only our fullest expression of hospitality to date, but also shows our intention to create immersive experiences for our customers.”
Coach’s hospitality debut forms part of its ‘Expressive Luxury’ strategy first announced in 2022, with its goal to connect with consumers through experiences beyond products.
The Jakarta debut builds on the success of its bespoke ‘Coach Play’ stores, as well as recent pop-ups that locate hospitality as a strong conceptual point of focus.