American luxury leather goods brand Coach has already witnessed considerable success in hospitality by extending their brand presence into a series of exceedingly popular cafe and restaurant experiences. While it’s anyone’s guess as to whether a full-fledged wine and dine situation is about to arrive in Kuala Lumpur, local fashion friends can opt to nibble on pastries and coffee at The Coach Coffee Shop in APW Bangsar.
Fashion’s hottest thing of the moment is ironically, not apparel or an ‘It Bag’. With a general slowdown in consumer demand for luxury products as a whole, that comes as no surprise. This is why in the past several years, brand extensions into beauty and hospitality have steadily become the cash cows du jour to pry pursestrings open. In the case of the latter, Gucci’s global network of four Osteria da Massimo Bottura restaurants and Louis Vuitton’s thoroughly booked-out Le Cafés are proof of that.
Review: What you can expect from The Coach Coffee Shop in Kuala Lumpur
The approach works simply because it grants the average consumer a means of partaking in the high fashion discourse at a considerably more approachable price point, enjoying the lustre that these brands possess by proximity without committing to a five-figure purchase.
Similarly, Coach has ventured into similar waters with the introduction of hospitality concepts such as the inaugural Coach Restaurant in Jakarta’s Grand Indonesia West Mall earlier this year, in addition to the Singaporean Coach Play cafe that has since become a must-visit for tourists making a stop in the Lion City. Given the sheer magnitude of success that both experiments have resulted in, the natural progression of things would be to follow through with a Malaysian debut.
They’ve picked a great place for it too, taking up a prominent slice of real estate in Bangsar’s much-loved youth culture hub APW, which has already built a reputation among the city’s PR mavens for hosting several highly covetable events previously. Only in the case of The Coach Coffee Shop, this is expected to be a considerably more permanent tenancy. Located on the ground floor, you’ll need to venture past the outdoor eateries and make a right after PMC, where you will find the label’s unmistakable marquee dominating the end lot which it occupies. Coach has made a deliberate point of ensuring that its space soaks up attention in the sun with bright lashings of vibrancy that mirror that of its Singaporean outpost, that much is evident.
To access the coffee shop proper, you’ll first need to make the rounds in the curated boutique space. Take your time and marvel the legacy that Coach has curated through a series of framed posters that recount its storied heritage, from the techniques used in its leather tanning process to a breakdown of their most cherished archive pieces. Grounding the earth and yellow space is a circuitous display where screen printing machines are arranged, flanked by separate leather workstations where some of the brand’s latest and greatest hits, hint: the Brooklyn and Empire can be seen up close.
As for fans of the perennial favourite Tabby, a dedicated corner showcases the bag in its three styles: the latest Times Square style, the original Tabby, as well as the Quilted Tabby, in all of their canonical sizes. Additionally, a dedicated section of the store has been specially staged to feature the label’s latest eco-conscious Coachtopia efforts, which utilises leather off-cuts from the manufacture of their main line bags to create unique designs.
Once you’re done making the rounds indoors, head out for The Coach Coffee Shop proper. Mercifully, seats are aplenty in this predominantly al fresco space but don’t be surprised to find yourself waiting for a little longer than expected in the first few months of its opening. Assuming you even get past the doorway leading in, that is. We’re predicting generous queues populated by the Klang Valley’s most stylish with their Coach bags in tow, so plan ahead and ideally come in small groups for the sake of exacerbating your hunt for a table.
But beyond the predictable scurry for reservations, kick back and enjoy how much work has gone into transforming the APW space into a Coach apropos vibe. The signature New York Americana approach has been replicated with touches of neon signage and illuminated letterboxes that evoke old-school cinema halls in the air-conditioned section of the coffee shop, while the vibrancy of pastel yellows keeps things fresh for the younger crowd, as intended. One thing is for sure, The Coach Coffee Shop is primed and prepared to take over your Instagram feeds.
Sandwiches, desserts, and pastries galore
Being a coffee shop, menu options aren’t necessarily inspired. But that isn’t to suggest that they are pedestrian. Sandwiches are the main draw here, so everything from your run-of-the-mill Grilled Cheese (RM38) to Pastrami Sandwiches (RM38) are available here, the former of which is served with crisp chips prepared using a six-step process. We liked the grilled cheese best for its texture and flavour, especially when interspersed with bites of tangy pickle slices that have been brined for seven days.
But if you’d like, the breakfast menu offers more affordable, lighter bites for those with more modest appetites, or are in the habit of taking TicTac lunches. We see you. The Egg Sandwich (RM19) is especially adorable, served in a round brioche bun hot stamped with the brand’s signature ‘C’ logotype, while the Avocado Toast (RM22) and Ricotta Toast (RM22) are ideal for health junkies looking to beef up their protein macros.
The coffee shop aspect comes into play (see what we did there) through a hearty selection of pastries and desserts that take cues from the Big Apple. Grab a coffee and have a peppery Cinnamon Roll (RM15) to enjoy, or pick between doughnuts and crullers, priced between RM10 to RM12. We enjoyed the Lemon Curd Donut best for its tartness, but go for the Cinnamon Sugar Donut or Maple Glaze Crullers if the citrus twang doesn’t agree with your palate. As for dessert, go straight for the Sticky Toffee Pudding (RM25), sporting a delightfully chewy texture that is best split to share.
Being a designer coffee shop, you can expect merchandise too. A Canvas Tote Bag printed with the coffee shop’s logotype will set you back RM460, but is relatively well constructed with pleather-capped corners and shoulder pads, so we’re expecting this to be the hot ticket souvenir of choice. A small cosmetics pouch featuring the same design will be priced at RM230. The priciest item by a long stretch is a cotton sweatshirt going for RM1,100.
It may not necessarily be in the running for culinary honours, but make no mistake that Coach isn’t pulling punches when it comes down to its concise but thoughtfully executed menu. Consider this a new brunch hotspot that you should consider giving a try, beyond its obvious associations with luxury fashion. Coach Coffee Shop is officially open to the public from 23rd October 2024 onwards.
The Coach Coffee Shop
Address: APW Bangsar, 29, Jalan Riong, Bangsar, 59100 Kuala Lumpur, Wilayah Persekutuan Kuala Lumpur
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Written by
Benjamin Wong
Senior Editor, Fashion and Dining
Armed with an Advertising major from Lancaster University, Benjamin is a senior editor who has spent his time oscillating between the social media and digital media landscape since 2018. With a keen interest in haute fashion and gastronomy, he has written for publications such as ERROR Digital, WORLD OF BUZZ, and KL Foodie. Beyond the keyboard, you can find him arms-deep in a thrift pile.
