Fashion brands immerse fans in the vibe

The Future. Coach and ICECREAM are the latest labels to launch unique, themed shopping destinations that are more statement pieces than functional retail stores. But that may be the point — in a world where even the most-storied of brands can get lost in the noise, those who may seem more premium are pulling off one-of-a-kind stunts.

Design destinations
Fashion brands are thinking outside of the brick-and-mortar box.

Coach

• The NYC-based fashion brand recently opened Coach Air — a concept store situated inside a totally renovated 1981 Boeing 747.
• Located at the Freeport A’Famosa Outlet in Malaysia, the store gives customers an experience reminiscent of the golden age of air travel.
• Predictably, the store contains airline-themed items like carry-on bags and passport cases. There’s also a café on board if you need a caffeine boost.

ICECREAM

• The subsidiary of Pharrell’s Billionaire Boys Club opened a retro American diner called Satellite Diner in the iconic Le Marais district during Paris Fashion Week.
• It’s a play on the design inspirations of the brand, with a curated selection of exclusive coach jackets, varsity jackets, and bowling shirts.
• Yes, you can even order classic diner food like hot dogs and grilled cheese.

It looks like the new trend in fashion is crafting luxury destinations that are a cut above anything you’ll see on Rodeo Drive or 5th Avenue.