Storage-Style Storefront Opens at Coach’s Tokyo Flagship Store

OMA's new Tokyo store for Coach is a glazed cube with a herringbone-patterned display system (Photo: Iwan Baan.)

OMA’s new Tokyo store for Coach is a glazed cube with a herringbone-patterned display system (Photo: Iwan Baan.)

Tokyo—Form meets function (and fashion) in the latest Coach flagship in Omotesando, a prominent retail corridor here.

Designed by Shohei Shigematsu and OMA’s New York office, the flagship takes its design cues from a series of wooden storage systems Coach used in its original 1940s stores. Now the concept of a storage system is incorporated into the flagship’s façade: a series of 210 stacked, translucent display boxes arrange in a herringbone pattern of vertical and horizontal orientation. When the store opens, each box will house one of Coach’s merchandise where they will be on view 24/7.

In addition to the façade, OMA designed a “floating” tower of 105 illuminated acrylic units that encase the store’s central stair, drawing pedestrians to the upper level. Consolidating the display on the façade and circulation creates a condition in which the shopper is continuously surrounded by Coach’s products, while simultaneously liberating floor space, says Shigematsu.

“In comparison to the increasingly decorative elevations that characterize Omotesando, OMA’s design integrates display into the façade, communicating an uninterrupted survey of Coach’s full collection with its storefront,” Shigematsu says. “Viewed from the interior, the display units seamlessly provide an active backdrop for merchandise, filtering Omotesando’s streetscape into the shopping experience.”

The flagship will also feature modular shelving that OMA has developed for all Coach stores. OMA first revealed designs for the display system last summer. Since then the OMA studio has installed a smaller version at a Coach kiosk within Macy’s flagship Herald Square store in New York.

“We are delighted by the limitless possibilities to utilize OMA’s design, which provides an innovative environment to curate our full range of lifestyle merchandise,” says Daniel DiCicco, Coach Japan’s president/ceo. “It is certain to become a shopping landmark in Tokyo.”

OMA is a leading international office practicing architecture, urbanism, and cultural analysis. OMA is led by seven partners and sustains an international practice with offices in Rotterdam, New York, Beijing, Hong Kong and Doha. Under the direction of partner Shohei Shigematsu, the New York office is currently overseeing the construction of the Musée national des beaux-arts du Quebec, while also developing designs for the Marina Abramović Institute in upstate New York, a renovation and urban plan for the Miami convention center, and an art foundation in Manila, Philippines.

Artist's rendering of how Coach's new Tokyo flagship will look with Coach merchandise displayed in the facade.

Artist’s rendering of how Coach’s new Tokyo flagship will look with Coach merchandise displayed in the facade.

View from the store's interior.

View from the store’s interior.

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