OMA’s redesign of the Coach retail concept was rooted in their original, rigorously organized library-like stores. Centered on a modular organizational system, translated into an equally organized generative storytelling platform and activated across 16 chorographed canvases strategically placed throughout the space, communicating both inward and outward.

Reflecting Coach’s “logic and magic” principle, each display operates in two modes. “Magic” manifests in the switch from mirror to content with a tap on the display, while “logic” manifests in the rigorously organized visual platform, generatively populated with Coach’s wide repertoire of products sorted by categories, current advertising and BTS content, brand heritage and legacy visuals, designer and craftspeople narratives, and brand patterning—all in a state of constant reconfiguration.

The coordination of the physical and digital creates a fully integrated retail experience that can be reconfigured to the immediate needs of the space, time, and audience.

Architecture Partner: OMA

Agency Partner: Apologue, Los Angeles
Project Lead: Tali Krakowsky
Creative Direction, Design: Weston Bingham, Beth Elliott
Experience Strategy: Tali Krakowsky, Beth Elliott
Technology Design and Integration: AV&C, New York