Last night, a seven-minute ad comprising holograms, models, fragrance blasts, and architectural mapping technology was projected onto the Ralph Lauren flagships stores in New York and London.
“Ralph Lauren calls the project ‘a historic fusion of art, fashion, and technology,’” writes Rebecca Dana of The Daily Beast. “But really it’s more like window shopping. In The Matrix. On peyote.”
The ads are part of the celebrations for the 10th anniversary of RalphLauren.com. Our own Ruedi Hofmann attended the event on Madison Avenue here in New York. Here are his impressions…
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A view of the ultra-high-tech "fusion" ad projected last night on the Madison Avenue Ralph Lauren store. Photo by Ruedi Hofmann.
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“The celebration last night ended in a 7-minute 3-dimensional commercial projected across the facade of the new Ralph Lauren building. They shut down Madison Avenue for the show!! Fantastic. Ralph Lauren was there—such an iconic prescience, with his ease and style. It all took place in the newly redone men’s store, Mansion, so we all got to get a little tipsy and covet the furnishings, touch the clothes, and yearn for the gadgets and objects in the store. I fell in love with a $7,500 crystal skull—but left without it.” —Ruedi Hofmann
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Photo by Ruedi Hofmann.
Photo by Ruedi Hofmann.
Photo by Ruedi Hofmann.
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Related: RalphLauren.com Goes 4D for 10th Anniversary of UK e-Commerce Site
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