The 10th of November marked Ralph Lauren’s tenth anniversary of digital innovation, in celebration the brand teamed up with design collective ‘Drive’ for a one of a kind ‘4-D’ visual projection on their stores on Madison Avenue, New York & Bond Street, London.
The projection involved the buildings being surveyed within an accuracy of 5 millimeters of its surface using laser scanners in order to map the exact architectural structure of the stores.
Using green screen technology Drive were able to film models walking down a runway on a scaled version of the buildings that once projected gives the impression of a 4-D catwalk protruding from the surface of the building before the models strut down it. The collective also filmed products part of the Ralph Lauren collection from every angle: A belt that wraps itself around the building, squeezing it so tight it shatters, revealing a handbag caged inside its walls.
Whilst this event might only hint at what’s to come, I think the potential to use 3-D technology to bring brand’s ideas to life within the fashion world is something I haven’t seen a lot of.
In total contradiction to this, I feel the display lacked any sense of narrative, or story telling. The spinning bottles of perfume or products had no emotion them.
Potentionally, this could have been a interactive experience between the show and the crowd with the use of mobile phones, or music players. Similar to the collaboration between Nokia & Moving Brands back in 2007.
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