Coach brings New York City dining to Jakarta with new restaurant

American designer fashion brand Coach will be venturing beyond the realm of leather goods and ready-to-wear with the opening of its new Coach Restaurant and Coach Coffee Shop in Jakarta, Indonesia.

Located at Grand Indonesia West Mall, the restaurant is the brand’s first-ever concept dining experience inspired by New York City, said the brand on its website. 

Jakarta was chosen for this concept because Southeast Asia represents a large and growing market for the brand, particularly with young consumers, added the brand.

Don't miss: Coachtopia launches in SG with interactive installation, sustainable bags and desserts

It aims to serve iconic New York steakhouse fare with a modern twist which includes items such as shrimp cocktails, cheeseburgers and a 20-layer chocolate cake. The brand has also playfully included its soft and squishable Pillow Tabby bag under the dessert section of the menu.

In true New York fashion, The Coach Restaurant features a life-sized NYC taxicab installation that is embedded in the ceiling, glove-tanned leather menus and plates that feature floral details inspired by Coach’s collections.

Consumers can expect more dining experiences from the brand as it said the restaurant is the first of a series of dining experiences Coach will unveil this year according to media reports.

Next to the restaurant is the Coach Coffee Shop which aims to reportedly replicate a New York corner store and debut its new coffee cup mascot Lil Miss Jo which is inspired by vintage New York diner imagery.

MARKETING-INTERACTIVE has reached out to Coach for more information. 

This is not the first time Coach is attempting to fuse food and fashion in Southeast Asia. As part of its Coachtopia circular craft sub-brand launch in Singapore, Coach collaborated with local café Brawn & Brains on an in-house café to create cloud-themed desserts. The menu included a cloud gelatine cake and blue pea milk topped with a cotton candy cloud.

Visitors to the Coach Play Shophouse also had the chance to experience an interactive art installation called the Coachtopia Cloud Canvas where their movements will be captured and turned into cloud-like art.

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