New York-based brand Coach officially entered the hospitality market with the opening of the Coach Restaurant and Coach Coffee Shop in Jakarta’s Grand Indonesia Mall in March 2024. Coach stated that the opening of the shop signifies the beginning of a series of dining experiences the brand plans to introduce from 2024 onward.
The restaurant and coffee shop were created by Coach’s creative director, Stuart Vevers, in collaboration with William Sofield, designer and president of Studio Sofield. The restaurant offers a modern take on a traditional New York steakhouse and incorporates elements like menu covers, napkin cuffs, placemats, and waitstaff aprons made from glove-tanned leather. The menu features classic New York steakhouse dishes such as strip steak, lamb chops, shrimp cocktail, wedge salad, and a classic martini. The venue blends natural and industrial elements with bronze mirrors, steel staircases, terrazzo floors, and tropical wood panels. NYC touches include leather booths and a taxi-themed ceiling.
The company chose Jakarta as the launch city for this concept due to the region’s substantial and expanding market, especially among younger consumers. This expansion into hospitality follows the positive reception of the brand’s Coach Play concept, which consists of localized pop-up experiences worldwide. These pop-ups, including versions of the Coach Coffee Shop, will continue to debut in various locations. For instance, a new one opened in Tokyo last Friday, with additional launches planned for Japan, Malaysia, and Australia this spring.
(Source: WWD)
