Coach opens first dining and hospitality experience in Indonesia

Coach officially ventured into the hospitality industry on Friday with the opening of The Coach Restaurant and Coach Coffee Shop at Grand Indonesia Mall.

The restaurant and adjacent coffee shop represent the first of several dining destinations the brand plans to unveil in 2024 and beyond.

The Coach Restaurant draws inspiration from New York City, Coach’s hometown since 1941. Reimagining a classic New York steakhouse, the restaurant features Coach craft touches, including menu covers and napkin cuffs crafted with glovetanned leather, alongside plateware adorned with floral detailing inspired by Coach collections. The menu features iconic New York steakhouse fare, including strip steak, lamb chops, shrimp cocktail, wedge salad, and a classic martini.

Designed by Coach creative director Stuart Vevers in collaboration with William Sofield of Studio Sofield, the space combines natural and industrial materials into refined architectural elements, paying homage to Coach’s craftsmanship and New York heritage. Notable features include bronze mirror walls, stainless and blackened steel staircases, and tropical wall panel wood louvers, creating an intimate and memorable dining experience.

Adjacent to The Coach Restaurant, the Coach Coffee Shop offers a playful twist on a classic New York corner store. Featuring a modern attitude and referencing the brand’s origins, the coffee shop serves iconic diner bites like pizza and soft serve in a space adorned with New York cityscape wallpaper and industrial design elements.

“The opening of our Coach Restaurant marks an extraordinary moment for Coach,” said chief executive officer and brand president of Coach, Todd Kahn. 

“It marks not only our fullest expression of hospitality to date, but also shows our intention to create immersive experiences for our customers. The experience we designed for Grand Indonesia is inspired by our hometown, New York City, and the spirit that drives us today at Coach in everything we do. We can’t wait for our customers to sit down with their friends and family and have a meal with us—and to continue to bring these types of experiences to life for our customers all over the world.” 

Since introducing its concept of ‘Expressive Luxury’ in 2022, Coach has continuously evolved into a platform for customers’ self-expression, grounded in its brand purpose ‘The Courage to Be Real’. The brand has curated experiences that encourage play and exploration, engaging customers through multi-sensory engagements.

“The Coach Restaurant was a truly exciting creative opportunity and marks a special moment in our history—one that champions the reimagination of our heritage and pushes the boundaries of what a fashion house can be through experiences that delight all five senses,” added Vevers. 

“It was really fun working with William Sofield to explore the visual language of Coach in a new immersive way. We were inspired by the spirit of our hometown of New York with its swagger and eclectic energy, as well as a playfulness that’s inherent to Coach. My vision was to create an atmosphere that feels imaginative and offbeat but also warm and inviting.”