A Place Where – Environmental brand narrative
When Coach wanted to expand its brand presence in southeast Asia, they knew they needed more than a new campaign or a copywriting refresh—they wanted a physical space that celebrated Coach’s design and creativity while aligning with the local community in Kuala Lumpur, Malaysia.
Creating a story of shared craft and creativity
Once Coach began a partnership with a historic Malaysian print shop and factory called Art Printing Works, they brought me in to create an evocative site story that would marry Coach’s brand with the print facility.
Weaving together Coach’s history of leather craft design with Art Printing Works’ legacy of printing artistry, I created the narrative of Coach: A Place Where. This creative multifunctional space combined retail, dining, and creative areas to engage visitors on multiple levels. Using my narrative foundation, designers, copywriters, and other creatives shaped APW into a thriving and original celebration of Coach’s brand story in a new environment full of eager customers.
Produced in association with Coach.
