Coach has announced a new concept store called ‘Tomorrow’s Vintage’, which combines four elements: created, vintage, restored and remade, all of which will be present in the store via events and activations. The program is aimed at creating a circular ecology for its products.
The pop-up is located in London’s Spitalfields Market, and strives to illustrate the tale of the house’s craftsmanship tradition.
The store features a curated vintage space with upcycled and repurposed furniture crafted by local designers, where bags from Coach’s archival collection will be on display, including vintage styles originally created by American womenswear designer Bonnie Cashin, such as the ‘Dinky’, the ‘Saddle’ and the ‘Cashin Carry’.
Leather and customisation workshop ‘In Conversation With’ series, and a Coach Craftsmanship Bar, where customers can obtain services aimed at extending the lives of their branded products, are among the other services available at the store.
Furthermore, the design business has collaborated with London-based small record companies to curate playlists from its vinyl record library.
Visitors will also be able to take advantage of a digital gaming activity that includes an interactive scratchcard with the possibility to win complementary Coach merchandise.
Coach Re (Loved) has its own section on the online portal as well. It is to be open till 16th January 2023. The pop-up will offer a variety of services such as leather maintenance, monogramming and customising possibilities.
This move definitely shows the seriousness of the brand’s efforts to leverage the concept of circularity leaving behind the allegations of destroying the unused products.
