Coach has been making headlines for all the right reasons lately – their branding team clearly has a few tricks up their sleeves. A Coach x Two Men Bagel House collaboration, an all-pink ice cream van pop-up, and now, the very first Coach Café in the world. Having opened their doors along Keong Saik Road, this experiential concept store is nestled in a row of picture-perfect shophouses. But with a pastel pink facade and the brand’s name imprinted front and centre, Coach Play Singapore stands out.
While all three floors serve as a showcase of Coach’s latest leather goods, it’s mostly garnering attention for its American diner-inspired Coach Café on the first floor – done hand-in-hand with local coffee roastery Brawn & Brain. Unlike the shophouse’s pastel pink exterior, this space is in hues of a vintage yellow and is immaculately styled with retro fittings.
The café’s menu runs from 9am to 3pm, and features all-day brekkie dishes like fluffy pancakes with maple syrup and kaya ($16), and crispy chicken and waffles ($18). The quintessential brunch dish, avocado toast ($17), makes an appearance too. You can also order mains like a fried chicken sandwich ($18), a cheeseburger ($19), or caesar salad ($15). Come 6pm, the space transforms into a dessert house with more all-American diner delights – look forward to a hot fudge ice cream sundae and traditional apple crumble pie.
Coach Play Singapore also offers unique customisation services such as monogramming, and you can also take a look at its archival items of yesteryear at the Vintage Room. Make sure to swing by the New York subway-inspired Coach Station, also on the second floor, for the ready-to-wear collection.
