Coach taps into Dallas art scene to enhance store experience

By

Cassidy Mantor

Published
Jun 12, 2017

In anticipation of elevating Coach's NorthPark Center store experience, Coach is mobilizing the Dallas, TX contemporary art scene with a commissioned mural, exhibit and dinner celebrating the thriving Dallas art world.

Coach is opening a new expanded version of its NorthPark store on June 30th. The store will have a footprint that is 25% larger than the current store. In keeping with the trend of customer service at retail, it will feature Coach's leather craftsmanship bar for repairs, personalized leather care services and in house monogramming.

The NorthPark store will also offer made-to-order Rogue handbags. The only other locations that offer the $700 Rogue bags are Coach's flagship Fifth Avenue store and Southern California's South Coast Plaza store.

Last week, Coach hosted a dinner at The Joule Hotel to celebrate the upcoming store opening and partnership with NorthPark. The guests included 50 of the top contemporary artists and those involved in fashion and the arts in Dallas.

Coach also showcased Dallas-based artist Arthur Peña who is the first artist the brand has ever commissioned to partner with on an advertising campaign. Coach commissioned Peña to create three billboard style murals that will be used in the Dallas area to advertise the Coach store.

Peña also created a body of work that will be shown in NorthPark mall through the end of June. The exhibition is called A Place for Everything, No Time for Nothing.

Coach took the arts approach because Dallas is known for having an active art scene. The NorthPark mall often celebrates the intersection of fashion and art with a fine arts exhibit space and collection that rivals world class museums.

The mall's art collection includes works by Andy Warhol, Frank Stella, Jim Dine and James Rosenquist. 26 million people walk through NorthPark's fine arts exhibits annually which is more than the attendance reported by most museums worldwide.

Coach's North America Marketing Director Alexis Kirk said of the Dallas campaign, "We were trying to find a way to be locally relevant, to cut through."

Peña's exhibit is currently on show in between Nordstrom and Neiman Marcus at NorthPark. It is open to the public with free admission. The new Coach store will officially open June 30.