COACH AIRWAYS THIS COACH STORE IS INSIDE A BOEING JET. IT’S HELPING HYPERPHYSICAL RETAIL TAKE FLIGHT.

这家 COACH 商店位于一架波音飞机内。它正在帮助实体零售腾飞

Location：Jalan Kemus / Sempang Ampat, 78000 Alor Gajah, Melaka, Malaysia

地点：Jalan Kemus / Sempang Ampat, 78000 亚罗牙也, 马六甲, 马来西亚

Design：Coach, Spacemen Studio

设计：Coach, Spacemen Studio

Brand：Coach

品牌：Coach

Floor Area：420 sq-m

建筑面积：420 平方米

Set inside a repurposed Boeing 747 jet, Coach Airways provides visitors with an immersive retail experience through its holistic, nostalgic spatial narrative.

在一架改造过的波音747喷气式飞机内，Coach Airways通过整体的、怀旧的空间叙事为游客提供沉浸式的零售体验。

Key features

主要特点

Coach Airways is a concept retail and hospitality fusion space located at the Freeport A'Famosa Outlet in Melaka, Malaysia. The space is a ‘retro-futuristic ode to 1970s air travel’, according to the brand and its design collaborator, local architect Spacemen. But the store doesn’t just invoke the theme, it practices it by setting the retail space inside a once-abandoned Boeing 747 jet.

Coach Airways 是一个概念零售和酒店融合空间，位于马来西亚马六甲自由港爱化摩沙奥特莱斯。该品牌及其设计合作伙伴、当地建筑师 Spacemen 表示，该空间是“对 1970 年代航空旅行的复古未来主义颂歌”。但这家商店不仅仅援引了这一主题，还通过将零售空间设置在一架曾经废弃的波音 747 喷气式飞机内来实践这一主题。

Visitors are invited to immerse themselves in the vintage travel trope before the experience even begins, entering the aircraft – of which Coach Airways is printed on the side – from a loading bridge. Entering, visitors stumble on the first of four cabins. Reminiscent of a first-class cabin, there is a faux two-seater pilot cabin and 12 retro passenger seats. The space has gridded backlit flooring and is covered in a mix of orange hues. Walking through, the second and third cabins host the main retail activities. Displays of purses, bags and other leather goods line the walls on orange pedestals. The retail area is defined by curved pastel-coloured walls, that invoke a nostalgic vibe. The fourth cabin houses the monochrome tangerine orange Coach Airways Café, where visitors can indulge in refreshments and snacks at a circular bar.

游客们甚至在体验开始之前就被邀请沉浸在复古的旅行风格中，从装载桥上进入飞机——飞机的侧面印着“Coach Airways”。进入后，游客就能发现四间小屋中的第一间。模拟的两座驾驶舱和 12 个复古乘客座椅让人想起头等舱。该空间有网格背光地板，并覆盖着橙色的混合色调。穿过去，第二间和第三间小屋举办主要的零售活动。墙壁上的橙色基座上陈列着钱包、手袋和其他皮革制品。零售区由柔和色彩的弧形墙壁界定，营造出一种怀旧的氛围。第四间客舱设有单色橘红色的 Coach Airways 咖啡厅，游客可以在圆形酒吧享用茶点和小吃。

FRAME’S take

FRAME 观点

The golden age of air travel is a trope that has been employed by retailers in the past. But Coach is serious about its commitment to executing the theme, made apparent by the use of an actual aircraft from the era. The store goes far beyond allusions to in-flight luxury, delivering an impactful experience that immerses visitors in a well-formed design narrative. Naturally, the photogenic project will have a second life on social media: the space has already been extensively shared online with the hashtag #CoachAirways used thousands of times on Instagram. Designing spaces to thrive online and off is at the heart of an idea called hyperphysical retailing. In a FRAME Views video on the topic, Random Studio creative lead Seb Price said: 'We want to always design spaces that are fully and most engaging in that physical moment, but they live their second life on social media.These hyperphysical spaces serve a dual function.' Coach Airways delivers on that with flourish.

航空旅行的黄金时代是零售商过去使用的一个比喻。但 Coach 非常认真地致力于执行这一主题，这一点通过使用那个时代的真实飞机就可以看出。该商店远远超出了对机上奢华的暗示，提供了一种有影响力的体验，让游客沉浸在精心设计的叙述中。当然，这个上镜项目将在社交媒体上获得第二次生命：这个空间已经在网上广泛分享，#CoachAirways 标签在 Instagram 上使用了数千次。设计在线上和线下都能蓬勃发展的空间是实体零售理念的核心。在有关该主题的 FRAME 观点视频中，Random Studio 创意主管 Seb Price表示：“我们希望始终设计出能够充分且最吸引人地参与物理时刻的空间，但它们在社交媒体上过着第二次生命。这些超物理空间具有双重功能。” 蔻驰航空公司 (Coach Airways) 蓬勃发展，实现了这一目标。

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图文来自网络及品牌公开信息，出处见网络

原文链接为：https://bit.ly/3EOiLAk