Coach – Interior
Coach announces the opening of Coach Play Paris in Le Marais, marking a significant milestone in the brand’s continued growth across France and the EMEAI region. Situated at the corner of rue Sainte-Croix-de-la-Bretonnerie and rue du Bourg-Tibourg—one of Paris’ most creative and culturally vibrant neighbourhoods in the heart of the fourth arrondissement—the store introduces a dedicated Coach Play destination to the Parisian retail landscape. Coach Play is the brand’s global store concept blending Coach’s heritage of craftsmanship with a playful spirit, while embracing the unique character, charm, and culture of each location. Inspired by Coach’s New York City heritage and the creative energy of each city it inhabits, every Coach Play location is bespoke, featuring design elements that highlight and reimagine the local neighbourhood into distinctive environments rooted in expression and discovery.
Embracing the character of Le Marais, the store design preserves the building's raw and authentic architectural elements celebrating the unique historic quality of the neighbourhood. Design features include original exposed stone walls, complemented by warm wood and chrome metal accents. Bespoke mid-century modern-inspired fixtures incorporating speakers and leather patchwork add a distinctive touch, while playful neon signs introduce a vibrant contrast. Inspired by the vibrance of Times Square in the 1970s, these colourful neon elements evoke the expressive spirit of this era, capturing Coach's playful approach to self-expression. “Opening our new Coach Play store in the heart of Paris is a key milestone for the brand as we look to continued expansion in the EMEAI region,” notes Matteo De Bortoli Albricci, Tapestry SVP General Manager EMEAI. “With our brand mission of the ‘Courage To Be Real’ at the heart of everything we do, it’s important for us to show up in a way that speaks to the consumer in each retail location in a relatable and engaging way which sparks curiosity and self-expression - Coach Play allows us to do just this. By embracing the local values and creativity of the historic Parisian landscape, the opening of this regional flagship location highlights Coach’s continued commitment to being a platform that champions individuality and authentic self-expression for Gen Z as we continue our growth strategy within the region.” “Coach Play is about embracing the spirit of a local culture through the lens of Coach. In Paris, we wanted to create a space that feels deeply connected to Le Marais, preserving the building's original architecture to reflect the history, creativity, and authenticity of the neighbourhood. We then layered in playful, expressive details inspired by our New York heritage, from bespoke fixtures and leather craftsmanship touches to vibrant neon references that capture the energy and optimism at the heart of Coach Play. The result is an immersive environment that feels distinctly local, yet unmistakably Coach,” says Giovanni Zaccariello, Coach SVP Global Visual Experience. With this opening, Coach looks to strengthen its relationship with France’s community of young, fashion-conscious consumers, with brand icon, Tabby, at the heart of the space. The Coach Le Marais store will carry a curated collection including core Tabby product across silhouettes, alongside its heritage-inspired New York family, Coach Originals, small leather goods, footwear, men’s accessories and bag charms. Reinforcing its commitment to crafting meaningful, one-of-a-kind experiences within the country’s most iconic retail destination, Coach continues to reimagine its legacy through the expressive lens of today’s generation. The new Coach store is located at 7 rue Sainte-Croix-de-la-Bretonnerie / 34 rue du Bourg-Tibourg, 75004 Paris, France.