Ralph Lauren’s e-commerce site in America has completed 10 years and they have recently launched its UK version recently. To commemorate and celebrate the occasion they have created an eye-popping 4D fashion spectacles it staged at its new Madison Avenue location in New York and its Bond Street flagship in London on November 10. The American label has always been one step ahead of other fashion companies when it comes to harnessing digital platforms to promote its brand.
The incredible light and sound shows have been captured in high definition videos of eight minutes each and posted on their website. Web users will see the facades of Ralph Lauren’s two flagships light up brick by brick with projected images of giant models and polo players standing four stories tall gliding towards them in a virtual fashion show.
They have made a separate ‘Behind the Scenes’ video of six minute length featuring interviews with the creative team responsible for producing the 4D spectacle. The shows were created by superimposing optical effects created by tiny pinpointed pixels of light over projected 3D replicas of the buildings. Their e-commerce site in the US has been an unqualified success with an estimated sale of $200 million per year.
