Coach Play Paris explores the relationship between the brand’s New York heritage and a new generation of playful retail spaces. The store environment draws inspiration from classic New York street culture, translating the visual language of vintage signs and urban storefronts into a contemporary retail setting.

Acierta’s role was to transform this atmosphere into a physical environment where every element contributed to the experience. The neon installations became key visual features within the space, creating the feeling of authentic pieces recovered from New York façades rather than newly produced decorative elements.

The main challenge was achieving the authenticity of aged and vintage elements while maintaining the precision required for a luxury retail environment.

The neon signs were carefully developed to replicate the appearance of classic New York signage, including oxidised finishes, aged details and intentional imperfections. The neon itself was artistically treated to introduce controlled effects such as intermittent lighting and irregularities, recreating the appearance of signs affected by time and use.

This level of detail required a meticulous artistic process, with attention applied to every millimetre of the installation. The result is a permanent retail environment where technical execution supports the illusion of authenticity, allowing every detail to contribute to the story of the space.