Coach’s SVP of Visual Experience, Giovanni Zaccariello, joined us at Neighbourhood Café Lisbon for brunch. After a smoothie and poached eggs on sourdough, he shared with us his travel plans, favourite neighbourhood in Lisbon, the guiding principles shaping his approach to 2026 plus where he turns for creative inspiration.
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Who is Giovanni Zaccariello?
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Originally from Italy and now based in New York, Giovanni is the Senior Vice President of Global Visual Experience at Coach. He has led visual merchandising and experiential design for some of the world’s top fashion brands, including Uniqlo, Topshop, Mexx, and Coach, shaping everything from window displays and showroom concepts to international fashion show production.
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What did we discuss after his visit to Neighbourhood Café in Lisbon?
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Giovanni spoke with us about:

– His favourite Lisbon neighbourhood
– Travel plans for 2025, including a solo trip to Mexico City
– The future of retail and customer experience
– How creatives can adapt to AI without losing their voice
– What makes Jacquemus a standout brand
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From specialty coffee to fashion to retail, our Q&A with Coach's Giovanni Zaccariello dives into the creative mindset of one of the industry’s most influential visual directors, on space, storytelling, and what makes it all stick.

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What’s your go-to coffee order?
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Double Espresso
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What’s your favourite neighbourhood in Lisbon, and why?
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Belém – It's such a cute combination of water, small streets, history, traditions & modernity.
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What’s the most important element in creating an unforgettable retail experience today?
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Putting the consumers at the heart is the experience is critical & mandatory to success.
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You’ve worked in London, Milan, and New York, what does each city give you creatively?
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Every city including Hong Kong have been a great stepping stone for me for what I am doing now. I would not be able to be where I am today without the global experience I was lucky enough to have. I took different things from each city and I'm incredibly grateful for that. Living and working abroad opens up your mind and soul to newness, diversity & innovation.
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What advice would you give to emerging creatives navigating the next wave of AI and into 2026?
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You do you. I say this to my team all the time. AI is here to be embraced and winners will be the once that do it in the most natural way or the most integrated to their brands. AI is here to enhance our work not take it away.
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What’s one retail space that’s inspired you lately (other than your own at Coach)?
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I have enjoyed most of the Jacquemus experiences around the world. The brand has such a unique and constant brand POV which I really admire. It's good, it's surprising yet elevated. They have created a brand world you want to be part of.
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What’s the last piece of content, book, or exhibition that inspired you?
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I was recently at Milano Furniture Fair. Whilst I have been going for many years, this year was the best. The level of innovation was next level. A lot of brands experimented with new ways to create emotional connection with their consumers.
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Where else are you travelling to in 2025?

I am off to Mexico City for a solo trip in August. Then I have lots of work travels planned across Asia, Europe and Middle East. It's a lot but very excited.
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What did you love most about Neighbourhood Café?
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I loved the overall experience, space looked great, lots of amazing food options, best service. Plates, tables and food was photo ready!!!

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