CURIOSITY has designed 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, realized through the innovative transformation of an existing store on the same site. By reimagining both exterior and interior, the flagship establishes a renewed architectural identity that reflects Coach’s evolving vision while reinforcing its presence in one of the world’s most prestigious retail destinations.

The store is designed to highlight Coach’s new iconic “C” emblem. The exterior adopts a bold graphic expression, translating the brand symbol into an architectural language that reinforces its presence within the Ginza cityscape.
The façade is clad in textured metal, subtly recalling the tactile quality of Coach’s signature leather. At the corner, a dramatic glass cut-out offers a glimpse into the interior, revealing the floating brand icon as a central focal point that captures attention from the street.

The interior is infused with the spirit of New York City, the birthplace of the Coach brand. The vertical rhythm of architectural elements recalls the city’s modernist character, echoing its iconic skyline and urban density. Upon entering the store, visitors are immediately immersed in the world of Coach, surrounded by the brand’s iconic bags.
In the background, raw black metal louvers form a strong vertical composition, creating a bold, industrial backdrop that captures the energy and contemporary attitude of New York.

Filtered views through the metal louvers reveal glimpses of the space beyond, stimulating visitors’ curiosity and anticipation. This play of concealment and revelation builds a sense of discovery, heightening excitement and drawing visitors deeper into the shopping experience.

Evoking the vertical lines of the New York skyline, the design employs mirror reflections to generate shifting perspectives from every angle, echoing the city’s dynamic and ever-changing urban landscape. This atmosphere is further enhanced by the contrast between the raw modernity of metal and the natural warmth of oak wood.

The sales area dedicated to the brand’s signature bags combines wood and plain concrete to create a distinctive industrial atmosphere. The original furniture, deliberately crafted in oak with visible knots, evokes the character of a Manhattan workshop.

Echoing the stitching found on Coach’s leather bags, the ceiling lighting introduces a sense of flow through the space, expressing a deep respect for the brand’s craftsmanship and heritage.

The second floor is conceived as a sequence of immersive spaces, each offering a distinct atmosphere tailored to its product category, dedicated to ready-to-wear and a workshop space.

Men’s items are presented within a monumental, cocoon-like shelving structure. This enveloping form creates an intimate, almost secluded environment, allowing customers to step back from the main flow and experience a more focused, contemplative approach to selection.

The centerpiece of the room is defined by the Infinity Wall, a feature dedicated to footwear. Its circular display elements frame each pair, drawing focused attention to the design, precision, and craftsmanship of the shoes.

Inspired by the brand’s origins in Manhattan, the Craftsmanship Bar offers a welcoming space for exchange and collaboration. At an oval counter, customers engage directly with staff to design and create unique, personalized pieces.

The COACH Ginza Flagship acts as a vibrant urban beacon, broadcasting the brand’s presence to the city. It captures the dynamic intersection of New York’s spirit and Tokyo’s energy, seamlessly balancing the gravitas of tradition with an emotional resonance that connects across generations.