New York with Coach: visiting the Ateliers and discovering the Disney capsule collection

(New York. 24/07/2016)

It all starts with a bag.

Coach NYC invited a selective-group of Latin American influencers and digital game-changers to discover the Behind the Scenes of their Italian-leather craftsmanship. At their atelier, located on downtown Manhattan, there are several wall-clocks set at Italy vs New York time. Most of the Italian-leather experts barely recognise our presence, as absorbed as they are on the hand-stitching that gives Coach bags the brand-quality customers are looking for.

For this private invitation , Coach wants to introduce us to the universe and history of the brand, before presenting the Disney capsule-collection, which recently hit stores worldwide.

After a morning of discovering the workshops and headquarters —with some serious Italian black-coffee on every pause—, we headed to the Columbus Circle store, where the Disney collection was the focus of their Visual Merchandising strategy.

Personalisation is key for Coach, as customers are invited choose a leather-branded tag and engrave whatever they wish at no extra cost. The same atelier-spirit is present at their retail spaces, where all the space invite customers to explore, touch, feel and discover the creativity in every product-category displayed. Certainly, bags will always be on front row.