Coach Has a Message for You

By  April 07, 2014

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It’s a new day at Coach with new executive creative director Stuart Vevers leading the way.

Vevers is championing Coach to move beyond creating accessories and into the world of lifestyle. First with a new advertising campaign featuring Liu Wen and Karlie Kloss, then an innovative presentation during New York Fashion Week, and now, Coach has a new concept when it comes to its retail spaces!

Teaming up with creative firm Studio Sofield, Vevers has been very instrumental in the design process to execute his vision, Women’s Wear Daily is reporting.

“[The name] William Sofield came up with, to me, straight away, Vevers told WWD. “He’s designed some of my favorite spaces. He’s American, he’s based in New York, and I just had a feeling that the references I was going to talk about could make sense to him.”

“I wanted this to feel like a change,” he continued. “It was important for me to make that clear. When we first met [with Studio Sofield], that’s what we talked about. I want this to feel new. This is a new Coach, and making sure that’s understood was really the key thing.”

“I don’t want to give too much away,” Vevers said. “It plays homage to what makes Coach unique. It’s about doing something that feels genuinely authentic to Coach, but very much looks to the future. It’s a bold departure. It’s going to feel like a new message from Coach.”

While Vevers kept the details of the new message mum, we’ll have our first look at his vision when the brand’s 3,909-square-foot-Rodeo Drive flagship in Beverly Hills opens this fall—just in time for his first full collection for the brand to hit stores.