4D vision: Ralph Lauren marks 10 years online

London – Ralph Lauren celebrated 10 years of online digital innovation last night with what the brand called a 4D show projected on to the side of its London and New York flagship stores.

Crowds gathered to see an eight-minute digital film about the luxury brand’s heritage and its association with polo. The brand’s new fragrance was lightly sprayed over the audience, who also viewed a virtual runway show. Senior vice-president of marketing and communications David Lauren described the event as the ultimate night of ‘merchantainment’. Today Ralph Lauren is launching its UK website.

With this live and highly branded event, Ralph Lauren is tapping into the trend for Conviviality Culture. For more on how luxury brands are engaging with consumers read our Luxury Futures report.