VMSD - July 2016 - (Page 64)
Interview by Steve
Coach's new visual artistic director has sailed the seven seas, but she's still
designing beautiful invitations to the elegant party inside.
How did you get into window design?
I was working as a graphic designer in Sydney,
and I applied for a scholarship at the Academia
Italiana, a private art and fashion school in Florence, for a master's degree in window display and
And then back to Sydney after
I worked for an absolute visionary - Belinda
Seper, who owned high-end boutiques throughout Australia. She defined my future.
She was all about beauty in its purest sense. She
bought pieces that were breathtakingly beautiful,
even if she knew they might not sell, because she
wanted to inspire with the beauty of craftsmanship.
What's the importance of a beautiful
You have to touch desire within people, create
the dream for them. It's not a practical decision
to buy an $8000 coat, it's an emotional one - an
Culture shock. I always thought
I was a city girl, but New York
is really an entity unto itself. So
much going on, all of the noise
and the action constantly.
And that starts with the store windows?
Yes, the windows are the invitation to the elegant
party, making people want to come inside.
Manhattan can be
When I first came here, I lived on
Why did you switch to Louis Vuitton
before coming to Coach?
the 23rd floor of a big building.
Because I wanted to learn the language of business. If you don't have that, it doesn't matter how
beautiful your things are, you can't get everyone
on your side. So I stepped out of the window and
into the store to learn what it means to sell a
product and to create a true brand image.
more familiar to me. You can see
I've moved to Brooklyn, now; it's
cardinals in the trees.
What about the American
The biggest difference is the
American attitude - positive,
How has your role changed?
I'm much more involved in the entire creative
environment - window displays, showroom environments, pop-up stores, animations, interactivity, the whole experiential part of retail ... Today,
the store window is just a part of the overall message. You have to combine all of the other media
- the technology, the interactivity - to tell a single
expansive, aggressive, eager and
willing to surprise. Europeans are
not as easy to change. There are
a lot of rules. People are slower to
E man u El E m oc c h E tti , nE w Yor k/ c our t E s Y o f co ac h, nE w Y or k
Your background is multi-national.
Yes, I was born in Italy, spent a year and a half in
South Africa and then moved to Australia. So,
three continents before I turned seven. I think it
gave me a much more open mind, unafraid to try
How was the move to New
Table of Contents for the Digital Edition of VMSD - July 2016
VMSD - July 2016
From the Editor
VMSD Editorial Advisory Board
Better by Design
Showroom: Mannequins and forms
Showroom: Props and decoratives
VMSD - July 2016