In a bold move that redefines the retail experience, American luxury brand Coach has launched an innovative concept store named ‘Coach Airways.’ This immersive retail pop-up is set inside a genuine 1981 Boeing 747-230B aircraft, stationed at the Freeport A’Famosa Outlet in Malacca. The project, which took two years to complete, opened its doors to the public earlier this month.
The Coach Airways experience begins with customers receiving an entry pass that mirrors an airline ticket. Once onboard, they are welcomed into a world of luxury and innovation. The interior of the plane has been meticulously transformed into a retail haven, featuring Coach’s all-gender ready-to-wear collections, bags, and travel accessories.
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The aircraft, fondly referred to as the ‘Queen of the Skies,’ is over 231 feet long and boasts a wingspan of over 195 feet. Inside, it houses a contemporary café where customers can order coffees while they shop, adding a unique touch to the shopping experience. The store also features a Coach-inspired panel for photo opportunities, allowing customers to capture memories of their unique shopping journey.
In addition to the shopping and café areas, the plane includes a welcoming area and an immersive gallery. These spaces provide guests with a place to relax and enjoy refreshments while soaking in the immersive retail experience. The concept, according to Freeport A’Famosa Outlet, is “reminiscent of the golden age of air travel,” where there was a sense of luxury onboard flights.
“Coach Airways is a testament to the brand’s commitment to retail innovation and customer experience. This immersive retail experience is sure to leave a lasting impression on customers and set a new benchmark in the retail industry.” said Retail Expert, Jeanel Alvarado.
The exclusive Coach Airways Collection includes airline-themed items and accessories like passport cases, carry-on bags, and luggage tags. These items not only serve as mementos of the unique shopping experience but also reinforce the aviation theme of the store.
Adding to the immersive experience, Coach Airways has developed a unique sonic identity. While the specifics of this sonic identity have not been disclosed, it is likely to involve a collection of recognizable and strategic sounds combined throughout the store, enhancing the brand communication and user experience.