Coach Opens a New Play Store in Bangkok With 3 Local Artists Shaping a One-Of-A-Kind Experience

Located in Siam Square, the store sits at the heart of one of Bangkok’s most influential shopping and lifestyle neighbourhoods. The district is known for its mix of fashion, music, street culture, cafés, independent businesses and a strong young creative community.

For Coach, opening a Play store in this setting allows the brand to connect with customers in a space that feels closely tied to the energy of the city. The Bangkok location has been developed with a local mindset.

Coach has partnered with three Thai artists to create an experience that is specific to Siam Square rather than simply replicating an existing global store design.

This local collaboration is a key part of the Coach Play format, giving the brand a way to build real connections with the creative communities of each city it enters. By involving local artists, the store becomes a platform for cultural exchange…