The American fashion brand COACH recently opened the world’s first restaurant and coffee shop in the Indonesian capital of Jakarta.
The two new dining spaces, The COACH Restaurant and COACH Coffee Shop were created in Jakarta’s Grand Indonesia Mall. The restaurant fully reflects the iconic design of New York, the brand’s hometown since 1941. For example, if you sit at a bistro-style leather table and look up at the ceiling, you will see a real-sized New York City cab hanging from the ceiling.
The restaurant’s interior design was created by Stuart Vevers, Coach’s Creative Director, and William Sofield, designer and president of Studio Sofield.
Reimagined as a classic New York steakhouse, the restaurant’s interior will feature a soothing palette of browns, grays, and blacks, from menu covers and napkin cuffs to placemats and aprons for the wait staff.
The space has an American vintage feel with a mix of natural and industrial materials, including bronze mirror walls, stainless steel and blackened steel staircases, white and gray terrazzo floors, and wooden louvers on tropical wall panels that mimic the look of a Southeast Asian storefront.
The menu features American steakhouse specialties such as strip steak, lamb chops, shrimp cocktails, wedge salad, and classic martinis.
A COACH Coffee Shop is also located next to the restaurant.
The café’s interior has the playful industrial design of a classic New York corner store, and diners can enjoy pizza, soft-serve ice cream, and other iconic diner fare. The coffee shop’s mascot, Lil’ Miss Joe, will also appear, and coffee cups inspired by vintage New York diner images will be on display.
Todd Kahn, Coach’s Chief Executive Officer and Brand President, said, “The opening of our Coach Restaurant marks an extraordinary moment for Coach,”
“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.”
“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,” said Coach Creative Director Stuart 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.”
In recent years, many luxury brands such as Gucci, Louis Vuitton, and Armani have ventured out of the realm of fashion and into the “food” industry. These stylish spaces that fuse fashion and dining are becoming increasingly popular and attracting more and more customers in every city.
When you visit Jakarta, you will be able to enjoy the unique “food” of the American brand at Coach’s new address.