Led by Shohei Shigematsu, partner at OMA’s New York office, and project architect Rami Abou-Khalil, the firm has proposed a modular system that recalls Coach’s library-style display setup yet offers a whole new range of possibilities.

At the heart of OMA’s concept are illuminated blocks in either glass or acrylic (choice of material is dependent on location and use). They can be configured to respond to the needs of each store: stacked to create shelving, arranged in special configurations for curated displays and even employed as the building blocks of a new shop’s facade.

The system will make its debut next month at Coach’s shop-within-a-shop in Macy’s Herald Square in New York. In 2013, a new multi-level flagship in Omotesando, Tokyo, will unveil the concept internationally.

OMA is no stranger to fashion design. The firm has been a longtime collaborator of Prada, first for the palatial New York flagship on Broadway in 2001, then for the Prada Transformer, a tetrahedral pavilion for exhibitions, fashion shows and film screenings, in 2009.