The IG-Worthy Coach Play Singapore Shophouse Has The First Coach Café In The World, Immersive Rooms & Customisation Services

It’s impossible to miss the new Coach Play Singapore Shophouse, which has landed in the heart of the Keong Saik ’hood, with its fun, eye-catching pink and orange façade that hints at the whimsy that lies within.

Spanning over 4,000 sq ft, the three-storey Coach Play Singapore Shophouse is the first of its kind in Asia, and Coach’s largest concept store in the world. Just about every nook is IG-worthy here, with six themed rooms bathed in fun splashes of colour, each brimming with immersive and interactive experiences for visitors to explore. There’s even a cute American diner-style café here serving up Instagrammable nosh and sweet treats.

Here's a sneak peek: 

Mosey past the incredibly pink entrance and you’ll find yourself in the Coach Lounge, where Coach’s iconic leather goods take centrestage.

Make a pitstop at the Coach Station on Level 2, where a curated ready-to-wear collection is on display in the space inspired by the NYC subway.

Fans of Coach’s classic designs will feel right at home in the Vintage Room, which spotlights archival gems and vintage pieces that are for sale exclusively at the Coach Play Singapore Shophouse. The icing on the cake here is Coach Create, a customisation service where visitors add their personal touch to their leather goods, thanks to an array of charms and other embellishments available here.

Photo spots can be found as you’re walking between rooms as well.

Cap off your exploration at Coach World, an immersive digital art experience in a LED and mirrored room that takes you on a journey of the house’s heritage of craft.

Don’t leave without dropping by the Coach Café, the first of its kind in the world. The aesthetic American diner-style café, a collab with local café Brawn & Brains, serves up cafe grub that's as photogenic as the café interior.

Feel free to play with your food here, especially with these fun sweet treats from the Desserts Menu available from 6pm. Smash the chocolate The Hangtag Surprise ($25) to uncover heaps of hidden surprises. You decide just how decadent you want your Coach hot chocolate ($10) to be by dropping in however many signature C chocolate pieces you want, according to your preference. All that’s left to do is to sit back, snap away… and enjoy.

Coach Play Singapore Shophouse
Where: 5 Keong Saik Road, Singapore 089113
Store opening hours: Mon-Sun, 10am-10pm
Café opening hours: Mon-Sun (closed Wed), 9am-3pm (day menu) and 6pm-9pm (dessert bar)
More info

Photos: Kelvin Chia
Video: Pyron Tan