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First comes a new creative director, then comes the collection, and then comes the new home for that collection. Coach is knee-deep in that trajectory—after hiring Stuart Vevers and creating a whole new look for the iconic brand, they've teamed up with Studio Sofield to reinvent their stores, according to WWD. Expect a major makeover to hit the Columbus Circle location later this year, after the Beverly Hills store is complete.
"As soon as you start working on the collection, you start thinking about the environment it's going to be in," Vevers told the paper. "It's really important to have an environment that works with the collection, supports it, and to have somewhere that tells the new story."
Though no specifications about what this new store will include, Vevers said he is very involved with the design process. It'll be the first major retail change under his reign—the Lower Fifth Avenue redesign that took place last fall functioned as a "lab" for experimental concepts, most of which won't be carried over to the new stores. "The biggest lesson is that the customer responds to a new space very well," Vevers said of that location.
"I wanted this to feel like a change. It was important for me to make that clear," he continued." This is a new Coach, and making sure that was understood was really the key thing."
·Coach Readies New Retail Concept [WWD]
·Upon Further Inspection, The New Coach Is Kind of Incredible [Racked]
·iPad Minis Replace Cash Registers at Coach's Revamped Flagship [Racked NY]