BOND STREET was closed last night for a one-off, ground-breaking digital presentation to celebrate the tenth anniversary of RALPHLAUREN.COM, Ralph Lauren's new on-line flagship store, which originally launched ten years ago as POLO.COM.
Bringing together technology and architecture with Ralph Lauren's world of fashion, fragrance, tennis and polo, the mesmerising projection showed the innovative way that bricks and mortar retailers could use their buildings as a canvas for advertising campaigns. Using digital mapping technology, the façade of the Mayfair store seemed to fall apart before being reconstructed again in the digital projection, as models, fragrance bottles, polo ponies and a waving Ralph Lauren himself appeared in a window.
We asked David Lauren, Ralph's son and the mastermind behind the project - is the future digital? "It's definitely one future," he told us, "and one we're really excited about."
Across the pond, Ralph Lauren's New York flagships received the same treatment as the two buildings on Madison Avenue were turned into stages for the four-dimensional spectacle, which required architecturally mapping every stone, cornice and window of the two stores. Experts behind the special effects seen in the Harry Potter films were also consulted for the 8-minute projections that were inspired by digital mapping technology seen on buildings in Amsterdam
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