With an experience as fun as this, you’ll always want to ride Coach class.
There’s nothing like the pleasure and satisfaction of luxury shopping. And this time, Coach is taking luxury retail therapy to greater heights with Coach Airways, the house’s swanky pop-up store inside a refurbished Boeing 747.
Parked at the Freeport A’Famosa in Melaka, Malaysia, Coach Airways is proof that retail is more than just shopping—it is an experience. It was first launched in 2023 as the house’s first concept store and has returned, better than ever, with refreshed eye-catching interiors that bring together the stylishness of luxury fashion and travel in one unique experience.
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This year’s refreshed design features retro-futuristic aesthetics that draw inspiration from 1970s space-age travel. The journey begins at the aircraft’s cockpit, which was transformed into a spaceship-like gateway, inviting you to step aboard Coach’s world of vivid dreams and vibrant imagination.
Expect a fun visual spectacle, with bright hues of orange and red jazzing up the entire aircraft—from the retro-inspired carpeting to the walls dressed with a monogrammed pattern of Coach Airways logos. Bringing more playfulness on board is Coach’s mischievous mascot, Rexy the T-Rex, which you’ll find perched on display counters, peaking out of window panels and cockpit screens, or sporting a helmet in the “Rexy’s Space Odyssey” display.
The journey continues in the pop-up’s four distinct cabins, each offering passengers—or guests—an Instagram-worthy first-class experience. First up is Coach’s interpretation of a luxe fuselage, which comprises a two-seater cockpit and twelve custom vintage-style passenger seats.
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The second and third cabins are reimagined as retro-futuristic retail zones showcasing the house’s latest collections, including leather goods, accessories, and ready-to-wear clothing. Here, you’ll find exclusive Coach Airways merchandise such as statement tees and tote bags.
The fourth cabin houses one of the store’s main attractions: the Coach Airways Café. The radiant space will draw you in with its bold orange interiors reminiscent of a luxe mid-century aviation lounge. Even the aircraft’s exterior gets a fashion-forward spin, with an oversized Coach Airways wordmark and miniature logos inviting guests to hop aboard the unique luxury shopping experience.
According to Giovanni Zaccariello, Coach’s SVP of Global Visual Experience, the relaunch of Coach Airways reflects the house’s mission to create immersive and shareable experiences “that resonate with a new generation of consumers looking for novelty and emotional connections.” It is located at Alor Gajah in Melaka, Malaysia, and open from 10 am to 10 pm daily.
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