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Ralph Lauren to celebrate 10th anniversary with a show in 4D!
11
Nov '10
On Wednesday, November 10, thousands of eyes witnessed the unthinkable as RALPH LAUREN 4D mesmerized spectators and changed the way the world will see fashion forever. Advanced video mapping technology was projected onto the façade of the Ralph Lauren flagship locations in New York and London.

This global event marked a first for the fashion world and further reinforced the brand's dedication to innovation by seamlessly combining art, fashion, music and fragrance into a modern 4D moment that had never been seen before. The vibrant world of Ralph Lauren illuminated the evening sky as moving footage of iconic product was brought to life on the façade in a culmination of fashion, art and technology.

"While celebrating 10 years of RalphLauren.com in the U.S. and the launch of e-commerce in the UK, we look forward to exploring new ways to tell our brand's story through innovation and technology," said David Lauren, Senior Vice President of Advertising, Marketing and Corporate Communications. "The light show is an extension of the Company's dedication to pioneering the digital space with exciting and unique concepts."

RALPH LAUREN 4D is a ground-breaking approach to architectural video mapping. This exhilarating light installation emerged with fifteen riveting scenes unfolding into one seven minute presentation taking the audience on a visual journey through the world of Ralph Lauren. Viewers were invited to experience a montage of flashing scenes of larger-than-life sized images including models and Polo players four stories tall and iconic Ralph Lauren fashion accessories such as the Ricky Bag, ties and belts that wrap the length of the building.

The projection gave the illusion that images were extending beyond the building and floating out into space toward the audience. The façade became a mosaic of realistic illustrations complemented with transient sounds of music, illusions of blowing breezes, and even light mists of the new Big Pony Collection Fragrances were infused into the night's air - creating a visceral moment of excitement and intrigue.

As Polo Ralph Lauren further expands its digital presence, RALPH LAUREN 4D is the Company's most recent initiative in the technology realm. The launch follows other innovative platforms already in place such as the Children's Virtual Storybook, the Lauren by Ralph Lauren online fashion show, the 'Make Your Own' Rugby online runway show, the Make Your Own Rugby iPhone application, the Ralph Lauren collection iPhone application, QR Codes, the first Interactive Virtual Store, 24-hour Interactive Windows and e-commerce sites for RalphLauren.com and Rugby.com.

Polo Ralph Lauren Corporation


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