Coach is once again pushing the boundaries of experiential retail with the relaunch of Coach Airways 2.0, an extraordinary fashion pop-up housed inside a retrofitted Boeing 747 at Freeport A’Famosa Outlet in Alor Gajah, Malaysia. Originally recognized by the Malaysia Book of Records as the country’s first fashion retail concept set within an actual aircraft, the newly upgraded experience signals the brand’s commitment to imaginative storytelling and next-gen luxury.
Unveiled in June 2025, the revamped Coach Airways boasts a striking new aesthetic that fuses aviation nostalgia with contemporary design. From the moment visitors step aboard, they’re transported into a curated universe of bold interiors, vibrant cabin displays, and a fully refreshed cockpit, reimagined as part showroom, part fantasy escape. Every detail is a nod to both Coach’s heritage and its forward-facing spirit.
At the heart of the experience is a sense of playful sophistication, underscored by cameos from Rexy, Coach’s signature dinosaur mascot, who makes charming appearances throughout the installation. The updated interiors offer a mix of Instagrammable moments and tactile luxury, inviting guests to explore the brand’s latest collections in a way that feels both nostalgic and cutting-edge.
This imaginative pop-up, spearheaded by Giovanni Zaccariello, SVP of Global Visual Experience, embodies Coach’s ongoing mission to craft immersive, emotionally resonant environments that speak to the dreamers, travelers, and tastemakers of tomorrow. Whether you’re a fashion lover, frequent flyer, or curious explorer, Coach Airways 2.0 offers a destination unlike any other—where luxury meets lift-off.
Photos by Giovanni Zaccariello
