Coach launches new air travel themed boutique inside actual airplane

American luxury fashion brand Coach has launched a new air travel themed boutique called Coach Airways at Freeport A'Famosa Outlet in Malacca.

Located in an actual airplane, the themed boutique space is decked out in Coach’s vintage iconography with a cockpit and aircraft seats along with racks of their apparel and bags. Customers have to take an air bridge to enter the boutique and will be given an entry pass that resembles a plane ticket upon entry. 

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Opened to the public on 20 May this year, Coach Airways aims to bring back the luxurious feel of the golden age of air travel from the 1950s wherein customers can shop their product offerings, according to their website.

Coach Airways will also have a café with drinks for sale to emulate refreshments on board an aircraft. Customers who make a purchase at the Coach Airways store will receive a complimentary drink.

Coach’s new boutique appears to be garnering positive traction particularly on TikTok with many users saying that they will be more likely to visit the Freeport A’Famosa Outlet as seen by MARKETING-INTERACTIVE.

MARKETING-INTERACTIVE has contacted Freeport A’Famosa Outlet and Coach Malaysia for more information.

Coach appears to be increasing its campaign efforts in Southeast Asia after it recently opened the Coach Play Singapore Shophouse, a concept store done in collaboration with Brawn & Brains Coffee, a popular Singaporean cafe brand. The Coach Playhouse has a cafe that serves up Coach themed food along with retail and immersive interaction spaces in a three-storey shophouse unit along Keong Saik Road.

Painted in bright hues of pink and yellow, Coach Playhouse is a permanent attraction that even has a workshop with on duty artisans who are able to make customisations to some of their bags. 

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