Presented throughout Coach Play Siam Square, Oh that’s not- Um.. yeah. (2026) and IN THE SENSE THAT! (2026) by Thavika Savangwongsakul explore the perspectives and experiences of Gen Z, particularly their desire to express identity, individuality, and ideas within contemporary society.
Through playful gestures and layered visual language, Thavika explores the nuances of self-expression, reflecting a generation navigating the desire to communicate who they are while finding the language and space to fully express themselves.
Throughout the store, bespoke artworks created in collaboration with Thai artists Vacharapong Buranakitjaroen, also known as HelloVachBoy; Phaan Chanaradee Chatrakul Na Ayudhya, also known as Juli Baker and Summer; and Thavika Savangwongsakul are integrated into the architecture itself, creating an authentic sense of place that reflects the culture, individuality, and creative energy of Siam Square.
"Coach Play is about embracing the spirit of a local culture through the lens of Coach," says Giovanni Zaccariello, SVP of Visual Experience. "For Siam Square, we brought our design language into direct conversation with the energy and creativity of Bangkok, blending iconic Coach codes with the community that makes this neighborhood so unique. This store is a destination built for discovery, connection, and celebrating self-expression."
About Coach
Coach is a global fashion house founded in New York in 1941. Inspired by the vision of Creative Director Stuart Vevers and the inclusive and courageous spirit of its hometown, the brand makes beautiful things, craft to last—for you to be yourself in.
Coach is a Tapestry, Inc. brand. Tapestry is publicly listed on the New York Stock Exchange under the ticker TPR.
Source: COACH PLAY
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