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Coach Starts Spring 2017 with Elvis Retrofit

DVS Project, Newest Project

Coach Starts Spring 2017 with Elvis Retrofit

In 1953, when Sun Records secretary and Sam Phillips’ right-hand woman, Marion Keisker, asked a young man named Elvis Presley who he sounded like, the shy, then-18-year-old crooner famously replied, “I don’t sound like nobody.”

Coach Elvis Retrofit

Always cultured and forever innovative, Coach channeled the lore and timelessness of Elvis with an installation nodding to the King himself. The brand transformed its SoHo NYC flagship store to showcase its “1941” Spring 2017 collection, highlighted by “American spirit, independent thought, and diversity,” much in the form of Elvis-themed clothing and accessories.

Coach Elvis Retrofit Bags

Coach Elvis Retrofit Sign

As Coach’s trusted graphics partner for global rollouts, retail displays and special campaigns, Duggal Visual Solutions had the honor of producing more than 400 matte and satin posters at various sizes for the Elvis retrofit. Working directly with Duggal’s Stephanie Piacenza, Coach visited our Brooklyn Navy Yard production facility with old photo trays as we hand-stained prints with coffee, tea, juice and lipstick before proceeding to organically age them through a heat application process.

Process of Coach Elvis Retrofit

Piacenza also helped to address various installation challenges and ensure flawless execution, with additional support from Duggal Account Rep, Nancy Brannigan. The end result was an old-fashioned yet high-end collage featuring hand-written fan letters, hearts and lipstick marks, reminding shoppers that Elvis will never, ever go out of style.