COACH
Brand Design / Packaging / PromoAbout the Project
Coach Play APW reimagines retail as an immersive, multi-sensory experience — blending Coach’s New York heritage with the cultural history of Kuala Lumpur’s APW district.
Coach Play APW reimagines retail as an immersive, multi-sensory experience — blending Coach’s New York heritage with the cultural history of Kuala Lumpur’s APW district.
CHAPTER 01: COACH APW STORE
Brand Design / Packaging / PromoAbout the Project
Coach Play APW reimagines retail as an immersive, multi-sensory experience — blending Coach’s New York heritage with the cultural history of Kuala Lumpur’s APW district.
Located within a former printing factory transformed into a contemporary lifestyle hub, the concept store merges nostalgic graphic elements, collectible ephemera, and warm golden-hour inspired atmospheres to create a space that feels both playful and deeply rooted in place. Spanning 3,280 square feet, the experience invites visitors to engage with the brand beyond product through storytelling, interaction, and memory-making.
Team
Creative Director: Stuart Vevers
Brand Director: Michelle Kapp
Art Director: Zaida Zayas
Coach Play APW reimagines retail as an immersive, multi-sensory experience — blending Coach’s New York heritage with the cultural history of Kuala Lumpur’s APW district.
Located within a former printing factory transformed into a contemporary lifestyle hub, the concept store merges nostalgic graphic elements, collectible ephemera, and warm golden-hour inspired atmospheres to create a space that feels both playful and deeply rooted in place. Spanning 3,280 square feet, the experience invites visitors to engage with the brand beyond product through storytelling, interaction, and memory-making.
Team
Creative Director: Stuart Vevers
Brand Director: Michelle Kapp
Art Director: Zaida Zayas
CHAPTER 02: ART DIRECTION
Zodiac Cosmetics’ product line is divided into day and night rituals, aligning skincare with the natural rhythm of energy and renewal.
Each formula reflects the traits of the zodiac: fire signs receive bold actives like retinol, earth signsrestorative creams, air signs lightweight hydrators, and water signs soothing replenishment — transforming astrology into targeted self-care.
Team
Art Director: Yesha Singh
Art Director: Matthew Burke
Art Direction Intern: Miko Sellier
Each formula reflects the traits of the zodiac: fire signs receive bold actives like retinol, earth signsrestorative creams, air signs lightweight hydrators, and water signs soothing replenishment — transforming astrology into targeted self-care.
Team
Art Director: Yesha Singh
Art Director: Matthew Burke
Art Direction Intern: Miko Sellier
