If walking down Burrard Street just across from the Hotel Vancouver, don’t be surprised to see a monster-sized claw offering a seat to a well-dressed mannequin. No, it’s not a hallucination—this is the remodeled Coach flagship store.
The fashion house has rolled out a new look for seven of its Canadian stores, including the three flagships, calling the new aesthetic “modern luxury”. And the store on Burrard is just that, with the inclusion of reclaimed heart-pine wood flooring, iron spot brick pavers, and hand-tufted wool carpeting. The new look brings to mind a cool lounge with its effective use of lighting, contrasting textures, and a generous presence of metals. Two large carpets introduce a playful element of print and subtly define different areas of the store. Handbags and coats are nestled into perforated metal boxes that suggest visions of lockers, but in a more elevated sense, making one wish they attended a more refined high school. Small leather items including wallets and card holders are merchandised within wood and glass cases that are more inviting than most; their open fronts encourage shoppers to touch the supple leathers without fear of a raised eyebrow from a nearby sales associate.
The boutique’s more contemporary appearance was produced as a collaborative effort between interior design firm Studio Sofield’s president, William Sofield, and Stuart Vevers, the executive creative director of Coach. These updates are helping Coach transition into a brand to which customers look for ready-to-wear clothing. While Coach has roots embedded in handbags and leather accessories, the addition of ready-to-wear is a natural progression. Highlights from the women’s clothing include a cream-coloured sweater with the word “Lucky” placed on the chest, and an expansive selection of wool coats. Vevers has injected his adoration for shearling into both men’s and women’s outerwear, accentuating the texture against smooth leather and grainy suede. The new look of Coach on Burrard references the company’s roots with the addition of sumptuous leather chairs studded throughout the store, while the inclusion of current interior design trends evokes an air of contemporary relevance.
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Coach, 755 Burrard Street, Vancouver, British Columbia, V6Z 1X6, Canada, 604-694-1772.
