Coach event at Halo!

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Coach, the American brand initially known for its leather handbags is aggressively entering the Hong Kong market and looking to establish itself in the same circle as European luxury goods.

A flagship Coach store is currently under construction at the most high-profile intersection in Central. Situated at the bottom of Lan Kwai Fong and Queens Road, it’s one of the major crossing points in the entire city. With such a premium location it has guaranteed eyeballs and an immediate presence. The party on Friday night was held just around the corner at Halo, Hong Kong’s most exclusive lounge.

Walking down normally quiet Stanley Street, there was an army of press camped out across from Halo.

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Arriving slightly early, I already had a few friends inside. The interior of Halo had been completely emptied out and redecorated to match the Coach style. The entrance to the lounge and the interior featured branded wallpaper and signature Coach patterns.

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The wall of lighting at the bottom of the staircase was also showing multi-colored Coach imagery. Halo is shaped like a horseshoe. On one end was the VIP area. This is where the actors, singers and other celebrities congregated early on. Towards the middle of the night guests mingled freely, giving the venue a better party vibe.

Entertainment for the night featured music by DJ Tommy followed by a set by actor and sometimes d.j., Sam Lee.

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Sam’s music was a highlight of the event and featured up-tempo party-friendly songs that got everyone (except for the girl passed out in the corner) moving. Though not a dance club, the front of the d.j. booth was where the action was taking place. With plentiful champagne and an open bar, the party went on until around 1:30 am.

A large number of the guests were from Hong Kong’s entertainment industry and included Edison, Anthony Wong Chau Sang, Cherrie Ying, and many others. The heavy star power likely reaped a windfall of coverage for Coach in the local media.

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