Coach “Love Me Tender” Window Displays

Coach Window Display

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.

The Process:

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.

The Project Manager lead the Draughting team in the development of the construction drawings and utilised the following software to create a 3D perspective of the environment, SketchUp and AutoCAD. During the following process, the Project Manager had a key role in advising the client of changes in the design solutions required to enable all windows to carry the same charm and concept across all stores, as different elements were being utilised to portray the same message, as per example: in Rue St. Honoré a 4.2 mt wide and 2.7 mt high scenic backdrop, covering the entire surface of the store window was produced and installed as a one-off window display. The latter adaptations resulted in the revision of materials, props and layout, which maximised engagement with the end customers, by creating the WOW factor.

The American 50’s rusted cars were shipped from USA and cut in sections within our workshops, to create bespoke window displays. Additionally, the electrical department renewed the headlights on a dimmable circuit, enabling the cars to have working lights in the window displays, and further supplied additional lights for each one of the display. An area within Setsquare’s workshop facilities was set up to enable the carpenters, joiners, metal workers and painters to work and produce a pre-build window display for the Visual Merchandisers to test and finally check prior to installation.

Our health and safety advisor carried out necessary checks to ensure the wellbeing of both staff, during the production and installation of the project, and the public within each store. The latter played a crucial part in this project as the main window in London, Regent Street was exposed both to the shop floor and road.

The “Love me Tender” Windows received all-round appreciation across all flagship stores.

Client Testimonial:

“All feedback for the windows has been very positive – A huge thanks to you and the team for all the hard work getting it ready and on the over nights last week. It looks incredible!”

Chris Adams
COACH l Senior Manager, Creative Production EMEA 

Setsquare Staging Ltd
3-9 Willow Lane, Mitcham

T: +44 20 8687 7400
E: [email protected]
E: [email protected]

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