Known for their luxurious style and exclusive taste, it is no surprise that Ralph Lauren should be the brand to showcase a breathtaking 4-dimensional experience that incorporated a variety of elements to infuse all the senses.
As a tribute to ten years online, Ralph Lauren pulled out all the stops in a multi-sensory celebration that embraced a new aspect of digital. The 3-dimensional fashion show was projected onto two of their prominent store buildings – London and New York. The appearance was cleverly designed to integrate into the architecture and blend the tangible with the digital.
Models were filmed walking against a green backdrop that was then sized to project perfectly onto the building, displaying a giant larger-than-life staircase that created the impression of the runway being in front of the audience. Towards the end, polo players on real horses were displayed. To tease the audience further their fragrance ‘Polo Ralph Lauren’ was being spritzed into the crowd which continued to add to the full experience.
The look and feel of the spectacular engaged audiences on multiple levels and created an atmosphere of awe. The months of work that went into this campaign certainly paid off for the brand and brought new light to the meaning of multi-platform engagement. Embracing the digital with this inventive approach boosted media coverage. According to a discussion publicised on ‘Seeking Alpha’, Roger Farah of Ralph Lauren explained “Our innovative 4D light show alone has delivered more than $600 million media impressions worldwide since the event took place.”
Both shows (London and New York) as well as the ‘behind the scenes’ videos can be viewed on the 4-D Ralph Lauren website.