Header: Courtesy of CURIOSITY
CURIOSITY has recently finished the design of both the façade and interior of the COACH Ginza Flagship, unveiled in Tokyo’s iconic Ginza district. The project marks a new chapter for the Coach brand in Japan, realised through the innovative transformation of the Ginza store.
By reworking both the exterior and the interior, the flagship gives Coach a more defined architectural identity in Ginza, reflecting the brand’s current direction while strengthening its presence on one of the world’s best-known luxury shopping streets.
The “C” façade
The store is built around Coach’s “C” emblem. On the outside, the symbol can be found in the design of the building itself, as the façade projects the iconic character onto the Ginza streetscape. Clad in textured metal, the design team was able to reference the surface of the brand’s leather goods. At the corner, a large glass cut-out opens the building to the street and frames a suspended version of the emblem inside.
New York in Ginza
The interior is infused with the spirit of New York City, the birthplace of the Coach brand. A series of vertical elements runs through the space, recalling the city’s modern architecture and dense urban fabric. From the entrance, the store introduces the brand through a display of its bags arranged throughout the main interior. At the back, black metal louvres form yet another strong vertical surface reminiscent of the industrial character of New York’s architecture.
Coach curation
Through the metal louvres, only parts of the interior are visible at first, with the rest revealed gradually as visitors move through the store. Mirrors create views that change with perspective across the space, while the contrast between raw metal and oak wood brings warmth to the interior.
The sales area dedicated to the brand’s signature bags is finished in wood and plain concrete, giving it the desired industrial atmosphere. The original furniture, deliberately made from oak with visible knots, evokes the character of a Manhattan workshop. The ceiling lighting runs through the space in a continuous line, referring to the stitching of Coach’s leather bags and paying its respects to the brand’s craftsmanship and heritage.
A series of details
Concrete, oak wood and terrazzo with wood chips were used throughout the store for their ability to harmonise with the natural wood furniture. The second floor is arranged as a series of distinct spaces, each shaped around a specific product category, including ready-to-wear and a workshop area.
Men’s items are presented within a monumental, cocoon-like shelving structure. This element helps give this part of the store a more enclosed character, separating it from the main circulation and creating a quieter and contemplative setting for display.
The room revolves around the Infinity Wall, a footwear display made up of circular elements that frame each pair and bring attention to the shoes themselves: the quality of their design, their snappy precision and the heritage craftsmanship of Coach.
Inspired by the brand’s origins in Manhattan, the Craftsmanship Bar offers an interactive space for exchange and collaboration. At an oval counter, customers engage directly with staff to design and create unique, personalised pieces.
The COACH Ginza Flagship was designed to broadcast the brand’s presence to the city, capturing the dynamic intersection of New York’s spirit and Tokyo’s energy in a way that reflects the COACH brand of today.
