COACH

To expand its lifestyle positioning, Coach launched its first restaurant in Asia at Grand Indonesia, Jakarta. The goal was establishing the restaurant as the go-to premium socializing spot, targeting affluent customers and strengthens brand visibility. The challenge was to create a distinctive buzz in a competitive market, leveraging the restaurant's association with a celebrated fashion brand.​

To generate impact, we executed a high-profile launch event that brought the Coach brand to life through an elevated dining experience. The event was designed to reflect Coach’s luxury-meets-approachability ethos, headlined by Korean actor Kang Min Hyuk, whose presence drove massiveanticipation and media buzz. The guest list included Indonesia’s social elites, celebrities, and top-tier lifestyle media. Guests enjoyed a red-carpet entrance, vibrant music, and a New York City-inspired dining experience.

The launch event was an outstanding success, surpassing expectations with more than 150 media articles and significant social media engagement. The excitement surrounding Kang Min Hyuk's visit made the event the talk of the town, with widespread coverage in leading lifestyle and entertainment publications. The restaurant quickly positioned itself as the city’s go-to lifestyle destination, reinforcing Coach’s brand relevance and setting a strong foundation for future growth in the region. ​