"Witness the ultimate collision of fashion, art, and technology.” “Be prepared to see Madison Avenue in a whole new light.” The invite to RalphLauren.com’s tenth anniversary celebration tomorrow night makes big promises. David Lauren, son of Ralph and Polo Ralph Lauren’s senior vice president of advertising, marketing, and corporate communications, had even more during a preview of the event he gave Style.com: “It’s not just game-changing, it’s life-changing.”
So what exactly is the “it” he’s talking about? Come 8 p.m. on Wednesday, two lanes of Madison Avenue will be shut down to traffic and filled with spectators (not just the fashion set; it’s open to the public as well). There, they’ll be treated to a 4-D experience in which the new Ralph Lauren women’s flagship will sway, turn into fabric, collapse, and reappear before the walls retract and a virtual runway complete with models materializes. In addition, giant neckties (a nod to the first product Ralph Lauren ever designed) will spill from the roof, but the coup de grâce will come when members of Prince Charles’ polo team break through the building’s facade and charge down the street. As for the 4 in 4-D, that would be the real Big Pony fragrance that’s going to spray from the virtual perfume bottles spinning over the crowd’s heads. “It’s like the movie Inception come to life,” David promises."
Read The Full Article Online Here: Style.Com
CHRIS LIVE AKA SHAKER SAYS: Much has been made of the importance of establishing and maintaining a strong online shopping presence in today's ever evolving new media age.
Yes, as evidenced by last week's release of the Prada Fall/Winter 2010/2011 Fantasy Motionbook short film, even celebrated luxury couturiers face the pressing existential conundrum of how to remain tastefully true to the heritage of their storied firms while simultaneously attempting to take the lead in merchandising innovation. Indeed, striking a balance between art and commerce can be quite the tortured tango.
To that end, few, if any, brands have recognized and continue to proactively respond to this 21st century reality better than Ralph Lauren Polo. Just when Y.O.U. thought that Jackass 3-D was the be all, end all, tonight, Ralph Lauren will launch a futuristic 4-D spectacle of sight and sound AND scent (NOTE: Ralph Lauren's signature "Big Pony" fragrance will be benevolently spritzed upon onlookers from on high) to celebrate 10 years in the online shopping game and lay to rest any doubts of the company's ambitious commitment to the fusion of high end fashion and technology.
At 8:00 PM, the facade of the brand new Ralph Lauren Polo Mansion flagship store (NOTE: The original Polo Mansion, the Rhinelander Mansion, is now strictly menswear. The new mansion, located directly across the street, has been appropriated for chic chicks) on New York City's ritzy Madison Avenue will be transformed into a 22,000-square-foot, 4-story high screen for this breathtaking presentation.
Models will frolic, vintage cars will wind down country roads and polo players will dab their W.A.S.P.y brows after a spirited match and last chukka has come to close - all images of which that are intended to sell Y.O.U. the romance of the Ralph lauren lifestyle as much as the actual garments themselves. Basically, Ralph Lauren and, more specifically his son, senior vice president of advertising, marketing and corporate communications and the visionary behind this brilliant event, David Lauren, GETS IT! Whether we're talking about music or fashion or anything else for that matter, the name of the game is consumer engagement and lifestyle marketing. Watch and learn.
So, who's gonna join me underneath the stars on Madison Avenue tonight, huh? Go for the show and stay for the clothes ... lol. Cheers!
Yes, as evidenced by last week's release of the Prada Fall/Winter 2010/2011 Fantasy Motionbook short film, even celebrated luxury couturiers face the pressing existential conundrum of how to remain tastefully true to the heritage of their storied firms while simultaneously attempting to take the lead in merchandising innovation. Indeed, striking a balance between art and commerce can be quite the tortured tango.
To that end, few, if any, brands have recognized and continue to proactively respond to this 21st century reality better than Ralph Lauren Polo. Just when Y.O.U. thought that Jackass 3-D was the be all, end all, tonight, Ralph Lauren will launch a futuristic 4-D spectacle of sight and sound AND scent (NOTE: Ralph Lauren's signature "Big Pony" fragrance will be benevolently spritzed upon onlookers from on high) to celebrate 10 years in the online shopping game and lay to rest any doubts of the company's ambitious commitment to the fusion of high end fashion and technology.
At 8:00 PM, the facade of the brand new Ralph Lauren Polo Mansion flagship store (NOTE: The original Polo Mansion, the Rhinelander Mansion, is now strictly menswear. The new mansion, located directly across the street, has been appropriated for chic chicks) on New York City's ritzy Madison Avenue will be transformed into a 22,000-square-foot, 4-story high screen for this breathtaking presentation.
Models will frolic, vintage cars will wind down country roads and polo players will dab their W.A.S.P.y brows after a spirited match and last chukka has come to close - all images of which that are intended to sell Y.O.U. the romance of the Ralph lauren lifestyle as much as the actual garments themselves. Basically, Ralph Lauren and, more specifically his son, senior vice president of advertising, marketing and corporate communications and the visionary behind this brilliant event, David Lauren, GETS IT! Whether we're talking about music or fashion or anything else for that matter, the name of the game is consumer engagement and lifestyle marketing. Watch and learn.
So, who's gonna join me underneath the stars on Madison Avenue tonight, huh? Go for the show and stay for the clothes ... lol. Cheers!
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