Opening of 'Coach Play Karuizawa'
Coach is opening its new experiential concept store, 'Coach Play Karuizawa,' on April 23, 2026. The store blends Karuizawa's nature with New York's energy, featuring a giant 'Big Tabby' installation.
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- 📰 Published: April 24, 2026 at 06:45
- 🔍 Collected: April 23, 2026 at 22:31
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On Thursday, April 23, 2026, Coach will open its latest experiential concept store, "Coach Play Karuizawa," in Karuizawa.
Inspired by the lush atmosphere of Karuizawa, its unhurried pace of time, and harmony with nature, "Coach Play Karuizawa" was conceived as an experiential space to step slightly away from everyday life and connect with one's own sensibilities. A space that harmonizes with nature while exuding the unique energy and creativity of Coach, which has its roots in New York, welcomes visitors.
Born in 2023, "Coach Play" is a global concept store that integrates the craftsmanship, heritage, and playfulness that the brand has cherished, while incorporating the individuality and culture of each region. By combining the spirit of New York, Coach's hometown, with local culture, values, and creativity, it provides an opportunity for visitors to face themselves and discover their authentic selves. Furthermore, "Coach Play" expresses the unique energy of various cities around the world as localized experiences.
At "Coach Play @ Cat Street" in Harajuku, the first concept store in Japan, visitors can experience a playful brand world through spatial presentations and art elements that can be enjoyed with all five senses. The subsequently opened "Coach Play Osaka" welcomes customers with a large object of the mascot character "Rexy" in an energetic space where Japanese design using bamboo and wood intersects with city neon lights. Moreover, at "Coach Play Kyoto," which opened in February 2026, an installation resonating with traditional Kyoto beauty and modern sensibilities is being held as an homage to the first lead designer, Bonnie Cashin.
Inheriting such spirit of "Coach Play," the newly born "Coach Play Karuizawa" takes inspiration from the unique atmosphere, nature, and gently flowing time of Karuizawa. The space layers natural materials that evoke the warmth of wood with urban and industrial elements like vibrant neon, metal, and concrete, overlaid with soft colors reminiscent of a New York golden hour. It is a playground with margin, where contrasting elements like city and nature, tranquility and energy smoothly resonate. It lightly connects urban sensibility with the openness of the outdoors, bringing pleasant discoveries and new inspiration to visitors.
In addition, "Coach Play Karuizawa" will roll out several community-based contents unique to this store. In front of the store, an open lawn plaza harmonized with the nature of Karuizawa spreads out, featuring a "Big Tabby" object (*limited time) inspired by Coach's iconic bag "Tabby." Serving both as a relaxing place to enjoy conversations with loved ones and a photo moment that makes people want to take pictures, this space will become a new venue connecting people, the brand, and the local community.
From this place, Coach will spin another new story.
Coach Play Karuizawa Store Details:
Address: Tree Mall TM-08, Karuizawa Prince Shopping Plaza, Karuizawa-machi, Kitasaku-gun, Nagano 389-0102
Business Hours: 10:00 - 19:00 *Subject to change depending on the season
Phone Number: 0267-41-1250
WEB: https://japan.coach.com/shop/coachplay/karuizawa
About Coach:
Coach is a global fashion brand founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of our hometown, New York, we create beautiful things crafted to last, so that everyone can be themselves. Coach is a brand owned by Tapestry, Inc. Tapestry is listed on the New York Stock Exchange under the ticker symbol TPR.
PHOTOGRAPHY CREDIT: Courtesy of Coach
SOCIAL MEDIA: @Coach; @coach_japan; #CoachNY; #CoachJapan; #CoachBag
[Contact for Readers]
Coach Customer
Inspired by the lush atmosphere of Karuizawa, its unhurried pace of time, and harmony with nature, "Coach Play Karuizawa" was conceived as an experiential space to step slightly away from everyday life and connect with one's own sensibilities. A space that harmonizes with nature while exuding the unique energy and creativity of Coach, which has its roots in New York, welcomes visitors.
Born in 2023, "Coach Play" is a global concept store that integrates the craftsmanship, heritage, and playfulness that the brand has cherished, while incorporating the individuality and culture of each region. By combining the spirit of New York, Coach's hometown, with local culture, values, and creativity, it provides an opportunity for visitors to face themselves and discover their authentic selves. Furthermore, "Coach Play" expresses the unique energy of various cities around the world as localized experiences.
At "Coach Play @ Cat Street" in Harajuku, the first concept store in Japan, visitors can experience a playful brand world through spatial presentations and art elements that can be enjoyed with all five senses. The subsequently opened "Coach Play Osaka" welcomes customers with a large object of the mascot character "Rexy" in an energetic space where Japanese design using bamboo and wood intersects with city neon lights. Moreover, at "Coach Play Kyoto," which opened in February 2026, an installation resonating with traditional Kyoto beauty and modern sensibilities is being held as an homage to the first lead designer, Bonnie Cashin.
Inheriting such spirit of "Coach Play," the newly born "Coach Play Karuizawa" takes inspiration from the unique atmosphere, nature, and gently flowing time of Karuizawa. The space layers natural materials that evoke the warmth of wood with urban and industrial elements like vibrant neon, metal, and concrete, overlaid with soft colors reminiscent of a New York golden hour. It is a playground with margin, where contrasting elements like city and nature, tranquility and energy smoothly resonate. It lightly connects urban sensibility with the openness of the outdoors, bringing pleasant discoveries and new inspiration to visitors.
In addition, "Coach Play Karuizawa" will roll out several community-based contents unique to this store. In front of the store, an open lawn plaza harmonized with the nature of Karuizawa spreads out, featuring a "Big Tabby" object (*limited time) inspired by Coach's iconic bag "Tabby." Serving both as a relaxing place to enjoy conversations with loved ones and a photo moment that makes people want to take pictures, this space will become a new venue connecting people, the brand, and the local community.
From this place, Coach will spin another new story.
Coach Play Karuizawa Store Details:
Address: Tree Mall TM-08, Karuizawa Prince Shopping Plaza, Karuizawa-machi, Kitasaku-gun, Nagano 389-0102
Business Hours: 10:00 - 19:00 *Subject to change depending on the season
Phone Number: 0267-41-1250
WEB: https://japan.coach.com/shop/coachplay/karuizawa
About Coach:
Coach is a global fashion brand founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of our hometown, New York, we create beautiful things crafted to last, so that everyone can be themselves. Coach is a brand owned by Tapestry, Inc. Tapestry is listed on the New York Stock Exchange under the ticker symbol TPR.
PHOTOGRAPHY CREDIT: Courtesy of Coach
SOCIAL MEDIA: @Coach; @coach_japan; #CoachNY; #CoachJapan; #CoachBag
[Contact for Readers]
Coach Customer