Coach is back again making headlines with their newest initiative Windows of the Future. Windows of the Future showcases 9 bespoke window displays around the world that reflect the brand’s free-spirited and inclusive identity, each of the nine windows adapt the brand’s house motifs in ways that are tailored to its local audience. It will be seen in locations like New York City, Honolulu, Tokyo and, Malaysia. Coach hopes this initiative will reduce environmental waste caused by ever-changing window displays.

For this new project, nine locations worldwide were chosen to host bespoke window displays that are created in collaboration with local artists and Coach Pavilion Elite KL is one of them.

Through bespoke 3D innovation and technology. Rexy and the Rogue bag are supersized and animated in 3D to make a rogue appearance at the Pavilion Elite giant LED screen – the largest screen in Bukit Bintang, Malaysia’s shopping hub. On screen, you will see Rexy burst into a Coach store. She leaves a mess behind her, but her aim is simple– to grab as many Rogue bags as possible. Here’s a surprise: you can help her! If you check out the Coach store beneath the screen, you’ll see Rexy in the window display with multiple pieces of the Rogue bags. Beside the display is a QR code that leads to a digital AR (augmented reality) game featuring Rexy.

The goal of the game is to help Rexy capture more Rogue bags. Aside from the satisfaction of being able to help Rexy with her goal (and being able to play a fun game), there’s a prize for whoever scores the most points at the end of the campaign. Winner walks away with an exclusive Rogue bag! The game will be available from 4th to 24th October, so there’s still plenty of time for you to join the competition.

Digital elements feature heavily across all nine windows. “At Coach House, the New York flagship, a conveyor belt of suspended product is backed with digital screens, making the brand ideas of the moment larger than life,” says Roopchand. “While at the Yorkdale, Toronto, location, vintage TV screens feature as fixtures for the product.”

With the goal of reducing environmental waste caused by ever-changing window displays, these installations are built with environmentally responsible materials and designed to last through the year.

Discover the worldwide takeover and the behind-the-scenes process with the Coach team!