Friday, 12 November 2010

Ralph Lauren 4D

This week Ralph Lauren created some fabulous 4D shows staged at their flagship stores in Madison Avenue, New York, and Bond Street, London. "In celebration of 10 years of digital innovation, RalphLauren.com presents the ultimate fusion of art, fashion & technology in a visual feast for the 5 senses.  Utilising to technology Ralph Lauren make the buildings disappear before transforming them "into a series of objects and images rendered in 3-dimensional space."


Ralph Lauren 4D New York


Ralph Lauren 4D London

For me it's great to see the behind the scenes video (below), where those working on the project discuss the innovation behind Ralph Lauren and this live experience they're providing for people to enjoy.  As said on that video it "becomes a piece of advertising within an arts installation."  It's fantastic to watch and blows what other brands have done out of the water.  I really wish I was there.  Not only have Ralph Lauren put on a fabulous show but just about everyone is talking about it.  A genius digital event and viral marketing at its best.

 

The Official Ralph Lauren 4D Experience: Behind the Scenes
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2 comments:

  1. Eva12 November 2010 at 17:50

    Omg I love Ralph Lauren! ♥
    Btw what's the 4th d? The effects and stuff? :)

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  2. Laura12 November 2010 at 19:09

    Fourth dimension was additional elements the viewers at the event experienced but that you can't see on the videos. For instance, whilst the perfume was shown the smell of those particular perfumes could be smelt by the audience. Pretty cool I think. Nowhere near the first time things like this have been achieved but it's the first time they've been used by a fashion brand that I'm aware of :-)

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