Challenge

Coach’s iconic mascot, Rexy, has landed in London, taking up residence at their Regent Street flagship. Fierce, playful and full of personality, she’s not your average T-Rex and her big city debut needed to reflect that. We were brought in to make her arrival unforgettable. To bring Rexy to life at a new scale, crafted from scratch to create a moment that captured her spirit and presence.

Rexy has arrived and she’s stealing the spotlight.

Solution

This was not just about installing a dinosaur. It was about bringing Rexy to life, physically, creatively, and at a scale that would stop people in their tracks. Coach’s fearless mascot needed to feel bold, joyful and totally unforgettable, blending realism with a touch of cartoon charm.

We partnered with specialists known for crafting the dinosaurs in Jurassic Park and Game of Thrones, to sculpt Rexy from the ground up. Together, we transformed a beloved character into a full-scale showpiece that captured her playful spirit and presence.

With a strong relationship already in place and a deep understanding of the Regent Street store, we led the project from sampling through to installation, overseeing every detail to ensure Rexy felt perfectly at home in one of London’s most iconic windows.

Our team gave Coach the confidence to go big with Rexy, transforming technical drawings into a clear, precise plan that brought the concept to life, while also shaping the visual environment, ensuring every element was considered, refined and ready to make impact at street level.