coach opens play concept store in paris

It’s all fun and games for Coach with the launch of its Coach Play store in Le Marais. Located at the intersection of rue Sainte-Croix-de-la-Bretonnerie and rue du Bourg-Tibourg, in one of the fourth arrondissement’s most artistic and culturally rich pockets, the store brings Coach’s global “Play” concept to Paris for the first time. Coach Play is the brand’s worldwide retail format that pairs its craftsmanship legacy with a lighter, more playful sensibility, adapting to the personality of whatever city it’s in. Drawing on Coach’s New York roots, each location is custom-designed to reflect its surroundings.

For the Le Marais store, designers kept much of the building’s original architecture intact, with exposed stone walls, warm wood tones, and chrome details, to honour the area’s historic feel. All of that ties into Coach’s playful take on self-expression and reflects Coach’s “Courage to Be Real” ethos by connecting with local culture and encouraging individuality.

“Coach Play is about embracing the spirit of a local culture through the lens of Coach,” Giovanni Zaccariello, Coach SVP Global Visual Experience, says. “In Paris, we wanted to create a space that feels deeply connected to Le Marais, preserving the building’s original architecture to reflect the history, creativity, and authenticity of the neighbourhood. We then layered in playful, expressive details inspired by our New York heritage, from bespoke fixtures and leather craftsmanship touches to vibrant neon references that capture the energy and optimism at the heart of Coach Play. The result is an immersive environment that feels distinctly local, yet unmistakably Coach.”

The store puts Coach’s Tabby bag front and center, aiming to deepen ties with France’s young, style-forward shoppers. The assortment includes Tabby styles in various silhouettes, the Coach Originals line, small leather goods, footwear, men’s accessories, and bag charms.

The location is at 7 rue Sainte-Croix-de-la-Bretonnerie / 34 rue du Bourg-Tibourg, 75004 Paris, France, with hours from Monday to Thursday 10:30 to 19:00, Friday and Saturday from 10:30 to 19:30, and Sunday from 11:00 to 19:00.