Ralph Lauren, one of the most successful fashion designers, celebrated 10 years of innovation by throwing a huge 4D show. It was an unique blend of moden-day visual art and fashion, the 3D projection used the front of Ralph Lauren’s flagship store in New York as a background for an unseen and 100% live action. What we see as the 8-minute video took months of production and cross-disciplinary team of 150 professionals unite their efforts in making the video.

In course of the video, we can see the walls of two Ralph Lauren’s flagship stores in NY and London appear, open and reconstruct like a dollhouse. We see a fragment of fashion show, accessories that symbolize the brand (a designer belt and a watch). Afterwards, the walls disappear. What we see is a polo game and afterwards—the sequence of the huge brand’s products. The moment the enormous bottle of perfume was displayed, the air was filled with Ralph Lauren’s Big Pony aroma, which brought the whole show the status of 4D.

«We’re calling it the collision of fashion, technology, art, commerce and architecture. That contrast of old world sensibility with modern technology is what we’re after,» David Lauren, Ralph Lauren’s son and senior vice president of advertising, marketing and corporate communications at Ralph Lauren commented on the event in an interview for businessoffashion.com.

The Official Ralph Lauren 4D Experience — New York from Ralph Lauren on Vimeo.