Retail
Bringing Hospitality to Retail as an Authentic Community Anchor: 15 Minutes with Coach’s Giovanni Zaccariello
Luxury retail is no longer confined to storefronts and seasonal campaigns. Brands are bringing hospitality to retail, building deeper emotional connections, and extending their presence beyond the product. Coach, among other heritage labels, is experimenting with cafés, branded bars, and immersive spaces that offer more than a transaction—they offer belonging. According to MG2 Advisory,…
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Key takeaways
Coach is embedding cafés, branded bars, and mobile coffee trucks into retail locations to boost dwell time and emotional connection.
Hospitality activations are hyper-localized, with menus and design reflecting the culture of each specific market.
The strategy is aimed at engaging Gen Z and Gen Alpha by blending community, self-expression, and experiential retail.
Luxury retail is no longer confined to storefronts and seasonal campaigns. Brands are bringing hospitality to retail, building deeper emotional connections, and extending their presence beyond the product. Coach, among other heritage labels, is experimenting with cafés, branded bars, and immersive spaces that offer more than a transaction—they offer belonging. According to MG2 Advisory, 1 in 5 consumers say immersive, sensorial store experiences are a top reason they return to luxury stores, and nearly 1 in 4 cite creative offerings and high-touch services as key motivators for repeat visits. These findings reinforce the growing demand for experiences that feel distinct, emotionally engaging, and memorable.
So, how can retail brands design experiences that go beyond shopping and spark genuine loyalty and community?
In this episode of Retail Refined, host Melissa Gonzalez speaks with Giovanni Zaccariello, SVP of Global Visual Experience at Coach. Together, they unpack how Coach is transforming retail environments into community-centered spaces, blending Gen Z values with design innovation and consumer insights. From cafés to digital universes, Coach is testing bold ideas to turn brick-and-mortar into something far more memorable. This approach is a leading example of bringing hospitality to retail in a way that is both localized and globally resonant.
Key highlights from the episode:
- Coach is integrating cafés, bars, and mobile coffee trucks into retail locations to increase dwell time and emotional connection.
- Each experience is hyper-localized—menus and design reflect the culture of each location, from Tokyo to Singapore.
- Coach sees hospitality as a strategic way to engage Gen Z and Gen Alpha, blending community, culture, and self-expression.
Giovanni Zaccariello is a seasoned visual merchandising and experiential design leader with over two decades of global experience across top fashion and lifestyle brands. As SVP of Global Visual Experience at Coach, he has driven innovation through immersive retail concepts, hospitality integration, and digital engagement strategies, with prior leadership roles in Asia and North America. His career spans brands like Mexx, Marks & Spencer, Topshop, Esprit, and Uniqlo, showcasing expertise in global visual strategy, consumer-centric design, and cross-cultural brand storytelling.
Article written by MarketScale.
About the author
Industry-recognized influencer, leader, and storyteller in Retail. Lead Retail Industry Contributor at MarketScale. Principal at MG2 Design. Host of "Retail Refined" Podcast. As a global brand and retail experience disruptor, Melissa possess strong proficiency in consumer insights, experiential design, retail technology integration, and brand innovation. During her career, she have created powerful visual narratives through physical spaces, imprinting complex concepts and ideas to consumers in genuine, tactile, and persuasive manners. She have also served as a consumer engagement trendsetter, “pop-up” industry pioneer, and entrepreneur. Melissa founded and launched a consumer experiential design firm that achieved a successful exit, driving initial client wins, monetization, and exponential revenue growth. "Melissa brings both her industry knowledge and an approachable and educational point of view to her interviewing skills. With an authentic style, she facilitates an engaging dialogue, one where listeners can walk away from with tangible insights and thought provokers!" -Jeffrey Roseman, Vice Chairman of Retail at Newmark "What sets Melissa apart is her ability to cut through the noise and provide actionable insights. Whether you’re a store owner looking to revamp your space or a tech enthusiast curious about the next big thing in retail, you’ll find tangible ideas to build on. From seasoned designers to pioneering tech gurus - ensuring that listeners are always engaged with diverse and forward-thinking perspectives. Retail Refined doesn’t just skim the surface; it dives deep into topics that matter. If staying ahead of the retail curve is important to you, start here." -Nate Frazier, Chief Operating Officer of GNC
