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, 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.
