Coach opens new store concept by Stuart Vevers in Beverly Hills

Designed by creative firm Studio Sofield, led by William Sofield, the new COACH flagship store on Rodeo Drive in Beverly Hills, California, (3,909 sq. ft.) follows the new COACH store concept by Creative Director Stuart Vevers (ex Loewe). The new Coach flagship redesign in Beverly Hills will be followed by the Coach store at the Time Warner Center in New York City (5,335 sq. ft.).

“William and I share a genuine desire to create something different — different for Coach and unique in luxury. He has created some of my favorite stores,” said Stuart Vevers, Executive Creative Director, Coach, Inc. “As we continue on the path of transformation, I want our new store environment to organically trigger a significant change in the perception of our brand. A space that feels authentic to Coach, confident, modern and inviting, with honest construction and rich, warm materials.”

“Coach’s legacy finds dignity in the honest simplicity of form,” said William Sofield. “It’s grown alongside the city into an emblem of the sophisticated, yet playful refinement that embodies an authentic and timeless New York style. The concept that Stuart and I have devised instills notions of raw materiality and hand craftsmanship that converse (juxtaposed) with the balance and expression of structure. It will have an elegant thoughtfulness that is classic, but buoyant with a lightness of spirit.”

Coach opens new store concept by Stuart Vevers in Beverly Hills