Client Brief:

During the Fashion Week: Pre-Spring 2017, a series of bespoke window display were required by Coach within Coach House Regent Street, London and the Parisian Flagship store, Rue St. Honoré. Following the launch of a successful campaign in America, it was vital to ensure that the unveiling of the window displays achieved the highest standards, taking into consideration the importance of the American heritage and landscape. “The design intend is to tell the story of a group of girls and boys gangs, hanging out near an abandoned parking lot, listening to Elvis’s music dressed in the subverted mashup of the Spring 17 Coach Collection inspired by Beatniks, Rebels and Rockabillies." Samar Younes, Design Director, Global Creative Visual, Coach.


Having established a strong relationship with Coach, Setsquare was appointed to develop and deliver the Fashion Week (Pre-Spring 2017) window displays, along with bespoke merchandise support elements to showcase the collection. In collaboration with Lisa Clemenger from Foliage Folk, the project was managed in-house from initial concept to onsite installation both in London and Paris.

The aim of the scheme was to portray the traditional American landscape, featuring American 50’s rusted cars, with romantic captions on the windshield: - “Love me Tender” in warm shades of pinks. Yet, contemporary high gloss, and chromed scaffolds, sitting in a field of wildflowers and roses were chosen to decorate the scene. Setsquare worked closely with Coach Visual Merchandising team both in New York and London, to develop the initial design concept, providing construction solutions through to production and installation.