Coach - Lights, Camera, Holiday

'Twas the night before the soirée and the fairy lights swayed,
Unaware that the animals would come out to play;
Coach presents were wrapped on the mantle with care,
In the hopes they'd be Instagrammed and opened there;
Uni, Rexy, Frog, Fox, Squirrel, Pig, Owl and Mouse,
Were prepping their party outfits to wow in da house...'

The Holidays has arrived in the New York suburbs. Lights outline picket fences. Tinsel hangs from the ceilings. And a group of animals awaits in quiet anticipation – or did one wink? Instantly they come to life in a jazz-age-to-modern-age soirée scene – an explosion of glitter, frivolity and rebellion. They dance, play instruments, chatter, decorate and wrap everyone's gifts. Partying since (before) 1941.


Rexy the dinosaur and friends party away in the Coach Holiday windows. Designed by Chameleon Visual, the scheme features a host of animals dancing, as Emma Davidge, creative director at Chameleon Visual, explains: 'The animals all started with a NYC theme. The pigs (also there for CNY) were based on The Rockettes (Radio City). Frogs started out as break dancers, foxes are doing the foxtrot etc. I gave them all a dance theme, which developed over time. They are all presented on i-beams based on NYC buildings and the Coach hardware becomes the chain which holds them.'

The characters were designed in 3D and then 3D printed by Chameleon Visual. 'The original 3D printed animals were upholstered by the Coach atelier as I wanted an authentic Coach touch with the stitching etc. We reproduced in faux leathers and shearling – two of Coach signature materials,' says Davidge.


The scheme was also carried through instore.

SFD was involved in the production/installation for the scheme in New York City and London.

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Exclusive Q&A


Nathan Hicks
Head of Visual


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