Fashion brands immerse fans in the vibe

Destination marketing takes over the runway

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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.


  • 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.


  • 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.

David Vendrell

Born and raised a stone’s-throw away from the Everglades, David left the Florida swamp for the California desert. Over-caffeinated, he stares at his computer too long either writing the TFP newsletter or screenplays. He is repped by Anonymous Content.


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