‘coach flagship store’ by OMA, omotesando, tokyo, japanimage © iwan baanall images courtesy of OMA




using the international retailer’s pillars of ‘logic and magic’ as a starting point for the design, OMA‘s new flagship store for coach in omotesandoreinterprets the original wooden shelf-like display cases as modular transparent glass boxes stacked from floor to ceiling. the clear shelving is arranged in a herringbone pattern and makes up the exterior envelope of the store, allowing a range of products to be shown virtually anywhere,also using the company’s brand as the characteristic facade element. each of the 210 units that makes up the outer envelope measures 180 cm by 52 cm, the size needed to hold any of the products. the interior staircase is a structure independent from the walls and connects the women’s first floor to the men’s second floor, encased in 105 illuminated acrylic modules that offer more display space. each element within the project serves twopurposes, one of which always aimed at the visual representation of the product. in this way, floor space is used more efficiently and the customeris always surrounded by the coach merchandise in a unique transparent environment.


see designboom’s earlier coverage on the display system here.



OMA: coach flagship store opens in tokyoin contextimage © iwan baan



OMA: coach flagship store opens in tokyodisplay shelf facadeimage © iwan baan



OMA: coach flagship store opens in tokyoview from the upstairsimage © iwan baan 




project info:



status: commission january 2012; completion april 2013client: coach, inc.location: tokyo, japansite: ground and second fl oor of new construction on omotesando, tokyo, japanprogram: 444.75 m2 / 4787.25 sffacade: 210 glass unitscirculation tower: 105 acrylic unitspartner-in-charge: shohei shigematsuproject architect: rami abou khalilteam: yolanda do campo, benedict clouette with jackie woon bae, cass nakashima, phillip poon, david theiszlocal architect and engineer: obayashi corporationfacade consultancy: michael ludvikinterior architecture: nomura, co., ltd.