Coach – Macy's Herald Square

Since establishing its first workshop in 1941, Coach has expanded from a specialist leather atelier to a global distributor of "democratized luxury goods". This transformation also clouded the clarity of the brand's original, library-like stores which used a rigorous organizational system, categorically sorting products inside minimal wooden shelving at assisted counters.

OMA's ambition was to design a system that could tell the story of any of Coach's wide repertoire of products, whilst projecting the legibility of its original stores. The result is a system of modular display units that can be assembled to respond to the specific needs of each locale. OMA's intention is to use combinations of this logical system to create magical spatial possibilities for Coach, in line with Coach's motto of 'logic and magic.