COACH / Macy's Herald Square

Coach creates an iconic landmark within Macy’s world-famous Herald Square store. The feature element is located in the handbag store: a bespoke acrylic block wall designed by OMA and crafted by the italian masters at New Crazy Colors.

The wall is inset two video ribbons comprised of fifteen LCD panels. Distributed throughout the space are LCD video columns that transform into mirrors with the wave of a hand. Upstairs in Coach’s shoe store are ten more LCDs in matching horizontal ribbon panels and vertical video columns.

For the Fall 2012 premiere of the store, Slanted Studios created over seven minutes of custom synchronized content. In Winter 2012, all content was refreshed for a festive feel celebrating the Holiday line. Custom-formatted versions of our Bonnie Cashin-inspired How to Wear campaign graced the screens in time for Mother’s Day 2013.

Client: Coach, Inc.
Creative Director: Michelle Higa Fox
Producer: Nika Offenbac
Animation: Elliot Blanchard, Andrew Macfarlane, David Hobizal, Matt Canale, Phil Borst
Additional Animation: Alex Mapar, Chase Massingill, Daniel Garcia

Technical Design & Integration: AV&C
Technical Producer/Project Manager: Mike Hansen
Playback Software: Aesthetec

Architect: Rem Koolhaus / OMA
Fabrication: New Crazy Colors, R.H Guest, Inc.

Documentation
DP: Eddy Valente, Joe Pickard
Editor: Nika Offenbac
Music: Huma-Huma

October 2012