Coach has never been one to shy away from bold statements, but their latest window installation on London’s Regent Street roars with imagination—literally. Dominating the display is a colossal, intricately detailed sculpture of Rexy, the beloved Coach mascot, reimagined on a scale that stops pedestrians in their tracks. The installation is the result of a dynamic creative collaboration led by Alison Knabbe (Manager, 3D Studio on the Visual Experience Team), designer Cierra Francillon (Coordinator, 3D Studio), Giovanni Zaccariello (SVP Global Visual Experience), Joanna Roopchand (Design Director, 3D studio) and Chris Adams (Sr Manager, Creative Production, CE), who brought the vision to life with cinematic flair.
Breathing Life into Rexy
The creation of Rexy was no small feat. Utilizing traditional large-scale model-making techniques, the team sculpted her form by hand using EPS foam. Details like claws and teeth were 3D printed, then meticulously hand-finished by expert prop makers—many of whom specialize in large-scale builds for film and television. This blend of craft and technology gave Rexy her lifelike textures and expressive features.
“Our design team painstakingly 3D-modeled every detail of Rexy, from the scaly textures to the toothy grin,” says Roopchand. “We went through countless color samples and prototypes to ensure everything—from her expression to her palette—aligned with the Coach aesthetic.”
The Concept: Awe and Iconography
The concept behind this show-stopping installation was rooted in wonder. “We wanted to create something that felt monumental—something that sparks curiosity and evokes awe,” Roopchand explains. “Who better than Rexy, our beloved Coach icon, to deliver such a bold and unforgettable statement in our London window?”
This installation marks one of Coach’s largest and most expressive renditions of Rexy yet. She’s not just a visual feature; she’s a storytelling element, a bridge between art, fashion, and fantasy.
Bringing Rexy to the Streets (Literally)
To make the installation seamless, production teams built a full-scale mock window off-site prior to the final setup. “We had to ensure Rexy could be transported in pieces and fit through our store entrance as well as ensuring any joins are invisible when Rexy is fully assembled. We also had to ensure she worked with our existing store architecture, lighting, CCTV and alarms within the window. The most challenging part was that we could only do this during the digital modelling stage, so we spent several weeks amending the model and surveying the window. We only had one chance to get everything right – there was no opportunity to start again once we started production!” Joanna Roopchand (Design Director, 3D studio) explains. “Carrying a giant dinosaur head across Regent Street in the middle of the night is no mean feat and I’m sure we surprised a few passersby!”
A Portal into Imagination
At its core, the installation is about more than scale or spectacle—it’s about sparking imagination.
“I hope this installation creates a moment for customers that transports them, even if just for a second, to a different world. It’s not just about the size of Rexy; it’s about the experience and the wonder she inspires, encouraging people to appreciate the art and imagination that can exist in unexpected places.”
