Ralph Lauren presents ‘a collision of fashion, technology, art, commerce and architecture’ to celebrate the 10th anniversary of their e-commerce site. I found this news deeply captivating and relevant to the luxury industry in general, and to my portfolio and research, in particular.
Ralph Lauren has recently dominated online luxury media, with the unveiling of its 4D initiative in London and New York. A large-scale art, fashion and architecture digital installation project, it was developed to celebrate what organisers called ‘a decade of digital innovation’.
The buildings were able to give the impression of disappearance, transformation and animation, accompanied by fourth dimension sensory effects such as sound (music), touch (breezes) and smell (wafts of the brand’s fragrance collection), timed in sequence with the show.
Whether one likes or dislikes the end result, its impact is unquestionable. Ralph Lauren has sought to break digital barriers on a global scale and achieved a high level of brand awareness. It garnered an enormous amount of coverage in just a few days since it premiered and will no doubt be talked about for many more months to come.
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