Ralph Lauren's amazing 4D augmented reality light show in New York and London

Ralph Lauren's flagship store in New York

This week Ralph Lauren boldly pushed the publicity and merchandising envelope with an extraordinary 4D light show, billed as “The Ultimate Collision Of Fashion, Art, & Technology,”  that superimposed lush cinematic effects on the company's storefronts in New York and London.

The roughly seven-minute light show celebrating Ralph Lauren's 10-year old online business was an eye-popping, multi-sensory happening powered by the latest in augmented reality and "architectural mapping." 

In one sequence the illusion of a grand staircase unfolding from inside the building's belly set the stage for 3D models who descended catwalk-style while towering chandeliers lowered from the night sky. Fade to black and seconds later a row of silk ties appeared, almost Dali-like, flapping gently in the virtual breeze. 

Next, a lizard skin belt stretched the building's width and cinched its glamorous waist. Again, momentary darkness until a giant crocodile handbag popped up and revolved 360-degrees. Fade once more and ... boom! Like a wild band of ghosts the brand’s signature polo players thundered across the store's facade, dashing in and out of sight.  

The big 4D moment arrived when four Big Pony fragrance bottles appeared and on cue one bottle spritzed the crowd below.

 RL's old-line image belies the fact that it is one of only a few luxury brands with a significant digital footprint. In addition to cross-channel advertising and an array of online catalogs, the company maintains a video-centric lifestyle website called RLTV, offers iPhone apps, and boasts more than one million friends on Facebook. Indeed, video of the 4D light show, now posted all over the social landscape, is neatly integrated across the Ralph Lauren's own digital network.