A heterogeneous multiscale model for discrete cell gravure roll coating is presented along with experimental results for the purpose of model validation. The cell volume, generalized cell shape, and the gravure patterning are considered in the model which is based on a multiscale description of the flow in the coating bead. The inclusion of a web-to-roll contact term accounts for the special gravure case when the web-roll separation tends to zero. The results show how the coating bead responds to changes in operating conditions. These are presented as profile plots of the fluid properties and coating bead shape.