Indulge in yummy NYC desserts and buy vintage Coach bags at the Coach Play Singapore Shophouse

For the first time in Singapore, your favourite Coach store won’t be in the usual malls. 

From April 14, explore a different part of the island with Coach Play Singapore Shophouse. 

Like its name suggests, the store – the brand’s first bespoke one in Asia – will be in a shophouse at historic Keong Saik Road for a perfect mix of contemporary luxury and local heritage.

With Coach Play, the brand wants to let you play and explore places in your community for the ultimate shopping experience. 

Coach Play Chicago was the first in the world to adopt this new retail concept, including one in Tokyo’s Harajuku district. Every concept store in the “Coach Play” series is inspired by each city’s unique local charm and will offer a different shopping experience. 

In Singapore, Coach Play spans more than 4,000 sq ft in a three-storey shophouse and is the brand’s largest concept store to date. It opens daily from 10am to 10pm. 

Coach Play is divided into six rooms, each with a distinct theme and purpose. Every room has been uniquely curated to let visitors learn more about the brand’s rich legacy of craftsmanship, since it was founded in 1941.

Throughout the store, you will catch whiffs of a specially curated scent for a unique scent journey throughout the shophouse. Fun fact: while the notes feature fig, herbs and sandalwood, they are adjusted in varying intensities to complement the mood of each room. 

But first, let's eat!  

Keep your nose out for the aromas of freshly brewed coffee, cheeseburgers and waffles from the world’s first Coach Café on the first floor. It is a collaboration with homegrown café Brawn and Brains Coffee. 

Dig into the menu inspired by New York faves but with a local touch. We are talking about Classic Pancakes with maple syrup, mixed berry jam and, yes, homemade kaya. Then wash them down with a Gula Melaka Milkshake. 

But leave room for the dessert bar menu which pays tribute to Coach’s heritage with iconic elements reimagined as food. Think the Coach bag hang tag but now in chocolate and also, Rexy the Coach mascot making an appearance in different desserts. 

Shop the current Coach collections and specially curated vintage pieces  

Head to the Coach Lounge on the same floor to shop for seasonal leather goods as well as iconic designs from the brand.

If you prefer vintage or are a collector, the Coach Vintage Room on the second floor is the brand’s first permanent full-fledged vintage store. Here, go for exclusive vintage Coach pieces and customise your Coach bags with the Coach Create service at the craftsmanship bar.

Rest, relax and enjoy an immersive art journey

On the third floor, there are plans in the pipeline for the Workshop to host sessions by local artisans so watch this space for updates. 

Meanwhile, the Digital Room will take you on an immersive digital art experience that tells the story of the house’s heritage of craft, boldly reimagined for the next generation. 

Coach Play Singapore Shophouse Opening Hours

• Monday-Sunday
• 10am-10pm

Coach Cafe by Brawn and Brains Coffee Opening Hours

• Monday-Sunday (Closed on Wednesdays)
• Day Menu: 9am-3pm
• Dessert Bar: 6pm-9pm

The Coach Play Singapore Shophouse is located at 5 Keong Saik Road.