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Where New York drip meets Singapore hip: Coach comes out to play in a big way at Keong Saik Road

The American luxury brand’s first bespoke concept store in Asia – Coach Play Singapore Shophouse – boasts a retail space, cafe, vintage store and craftsmanship bar for customisation services.


Clad in a lush palette of coral, peach and pink, Coach Play Singapore Shophouse is an aesthetic playground for shoppers and Instagrammers alike. 

Taking centre stage on the first floor is Coach’s latest Spring 2023 collection, an eclectic mix of leather pieces, vintage dresses, knitted tops and jelly sandals that blends the Coach heritage with a new generation of creative expression. Collections will be updated seasonally.

After browsing the latest runway trends, make a pit stop at Coach Cafe, a collaboration with local eatery Brawn & Brains, to sample its NYC-inspired menu. Tuck into American favourites like Chicken and Waffles, All American Cheeseburger and Cherry Donuts, or savour a local twist with the Gula Melaka Milkshake. Sweet treats from the designer dessert bar menu include signature items such as The Hangtag Surprise and The Big Apple Crumble Pie. 

The second floor is a dedicated retail space showcasing highlights from the label’s ready-to-wear collection and accessories. Within its plush interior lies a vintage store – where fans of the brand can secure limited-edition Coach vintage bags – as well as craftsmanship bar Coach Create, where you can customise one-of-a-kind bags with embellishments such as Coach’s iconic leather tea roses, pins, studs and patches.

Don’t miss the Coach World Art Experience on the top floor, where you can learn more about the brand’s craftsmanship through immersive digital experiences with audio and 3D animation. 


As you make your way around Coach Play Singapore Shophouse, you’ll discover that each nook and cranny is thoughtfully designed to bring out the brand’s distinctive verve – and, of course, help you up your social media game with its many photo ops.

Take, for instance, the creative menu at Coach Cafe. The Hangtag Surprise is a photogenic dessert featuring a chocolate Coach label tag filled with berry compote sitting on a cloud of vanilla parfait and surrounded by fresh strawberries. Want some hands-on action? Order the Dream It Real S’more and toast your own marshmallows on a portable tabletop fireplace. 

For a dash of glam, pick up the latest Coach Tabby bag from the Spring 2023 collection. The bag has been spotted on trendsetters such as American rapper Lil Nas X and actress Camila Mendes, Japanese model Koki and Chinese actress Wu Jinyan. The Coach Tabby’s enduring appeal comes from its seasonal expressions and myriad styles ranging from shoulder bags, pochettes and messenger bags, making it a versatile must-have in every wardrobe. 

The digital showcase at Coach World Art Experience is another hot spot for cool pictures, as the LED displays and mirrored spaces make for a mesmerising backdrop. A pro tip: The neon-lit, pastel-hued stairwells leading up to each level are great for capturing edgy shots, too.


For Coach, expressive luxury – a term used by the fashion house to define the trait of self-expression in Gen Zs and millennials – has become a cornerstone of its craftsmanship. This is not only manifested in the concept store’s vibrant design and inviting spaces, but also through its tailored services and offerings. 

Whether you’re looking for a new weekend brunch spot, a cosy cafe for a girls’ night out or an experiential shopping adventure, Coach Play Singapore Shophouse is set to be a buzzy lifestyle destination where you can celebrate your personal style through fashion and food.

Visit Coach Play Singapore Shophouse at 5 Keong Saik Road to experience the flavours of NYC. The store is open Mondays to Sundays, 10am to 10pm. The Coach Cafe is open every day except Wednesdays, from 9am to 3pm (Day Menu), and 6pm to 9pm (Dessert Bar). 

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