Coach opens The Coach Restaurant and Coach Coffee Shop in Jakarta

By Arushi Sakhuja

 Luxury brands are no longer confined to the realm of fashion; they’re now expanding their reach into the realm of hospitality. From the chic Armani Cafe to the stylish Louis Vuitton Cafes and Restaurants, and even the trendy spots like Fendi and Valentino cafes, the newest member to join the bandwagon is the iconic New York-based luxury brand, Coach. However, what sets Coach apart from its competitors is its strategic move into the Indonesian market, with the inauguration of its first-ever The Coach Restaurant and Coach Coffee Shop at the Grand Indonesia Mall in Jakarta. Marking the debut for the brand in the hospitality industry, the restaurant and adjacent coffee shop are the first of a series of additional dining experiences the brand will unveil in 2024 and beyond.

“The opening of our Coach Restaurant marks an extraordinary moment for Coach. 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 will continue to bring these types of experiences to life for our customers all over the world,” said Chief Executive Officer and Brand President of Coach Todd Kahn.

Transforming its brand language in 2022 as Expressive Luxury in 2022, Coach Restaurant and Coach Coffee Shop draws inspiration from the iconic visual language of New York, the house’s hometown since 1941. Designed by Coach’s Creative Director Stuart Vevers in collaboration with William Sofield of Studio Sofield. “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, offbeat but also warm and inviting,”  said Vevers. The Coach Restaurant exudes an aura of sophistication, while the interior blends iconic leatherware codes with hues of brown, gray and black, creating an ambiance that seamlessly marries Coach’s craftsmanship with New York’s industrial charm. Inside the restaurant’s location is a beautiful mix of natural and industrial materials that have been transformed into refined architectural elements. The elements include bronze mirror walls, stainless and blackened steel staircases, white and gray poured terrazzo floors, and tropical wall panel wood louvers that reference the Southeast Asian location of the restaurant. The space is inspired by New York City taxis and features bistro-style leather booths, as well as a true-to-size NYC taxicab installation embedded in the ceiling. Additionally, circular hubcap walls and the exact “Taxicab Yellow” Pantone as pops of colour throughout the space also incorporate the taxi motif. The soft and natural lighting creates an intimate and memorable dining atmosphere.

On the menu of The Coach Restaurant, you can expect to find Coach’s signature craftsmanship evident in every detail. From menu covers to napkin cuffs and even waitstaff aprons, all the pieces are crafted with the finest glove-tanned leather, and every aspect reflects the brand’s rich heritage. The menu itself pays homage to New York’s culinary classics, offering an array of dishes such as strip steak, lamb chops, and shrimp cocktail, accompanied by a classic martini. It also reimagines a classic New York steakhouse through the lens of today.

But that’s not all the excitement about The Coach Restaurant and Coach Coffee Shop. Next to The Coach Restaurant, is The Coach Coffee Shop, an extension of the dining experience at Coach. The space features modern elements with references to the brand’s origins, including wallpaper with a New York cityscape, a menu highlighting diner favourites such as pizza and soft serve, and industrial design elements that evoke an urban attitude. Additionally, the coffee shop introduces its friendly mascot, Lil Miss Jo, a coffee cup inspired by vintage New York diner imagery and the energetic spirit of the city that never sleeps.