American retailer Coach has commissioned OMA to develop a new merchandising system that accommodates Coach’s wide diversity of products while returning to the clarity of Coach’s heritage stores. Since establishing its first workshop 1941, Coach has expanded from a specialist leather atelier to a global distributor of “democratized luxury goods”. This expansion has clouded the clarity of the brand’s original library-like stores, which used a rigorous organizational system that categorically sort projects inside minimal wooden shelving at assisted counters. OMA intends to create a flexible, modular system that embodies the clarity of the original stores and responds to the individual needs of locale.
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