The Ultimate Collision of Fashion, Art & Technology
It has been a few weeks and a lot of us have seen the video on Vimeo or at the Ralph Lauren 4D site 4d.ralphlauren.com so we wanted to bring you guys an in depth view into this epic experience that unfolded on November 10 in the Ralph Lauren flagships in New York City and London. Although projection mapping is not new, using it as an experiential communication tool from brands and advertising seems to be catching on quickly. Using the flagship's facade as the backdrop to display dynamic stories and animations, Ralph Lauren is able to captivate a massive amount of urban spectators with the latest in the collection and once again re-establish the values of the brand.
Video Courtesy of Ralph Lauren
With advancement in rendering techniques, complex software to control intricate surfaces, projection mapping seems to be coming on strong in the visual communication field. Utilizing modeling software to wrap and mask every detail of the building facade, Ralph Lauren was able to make the spectacle fit perfectly into the architectural details of the building while using those details as part of the narrative. This collaboration between architecture, animation, projection and spectators is an amazing recipe for urban entertainment as well as a new way to generate spatial expression and urban dialogue.
Ralph Lauren 4D show in New York
The Ralph Lauren 4D show quickly demonstrated the impact this technology will have for years to come and we cannot wait to see the evolution of designers as they innovate and explore new ways to build interesting narratives onto any surface. This global event marked a first for the fashion world and strongly reinforced Ralph Lauren's commitment to design and innovation by combining art, fashion, music and fragrance into a 4D experience never seen before. As one of the most influential social brands in the world, Ralph Lauren continues to set the bar high and we will continue to see many more brands jumping into the projection mapping very soon (H&M just launched a show this past week).
Fashion sketch, Image Courtesy of Ralph Lauren
As Polo Ralph Lauren further expands its digital presence, RALPH LAUREN 4D is the Company’s most recent initiative in the technology realm. The launch follows other innovative platforms already in place such as the Children’s Virtual Storybook, the Lauren by Ralph Lauren online fashion show, the ‘Make Your Own’ Rugby online runway show, the Make Your Own Rugby iPhone® application, the Ralph Lauren collection iPhone® application, QR Codes, the first Interactive Virtual Store, 24-hour Interactive Windows and e-commerce sites for RalphLauren.com and Rugby.com.