>> First Target, now Ralph Lauren — outdoor light shows have become a thing for big brands. Last night, Ralph Lauren closed down blocks in both London and New York to celebrate a decade of RalphLauren.com.
David Lauren, SVP of advertising, marketing and corporate communication, who masterminded the project, wanted to create a special 4-D experience for the occasion — “a spectacle that seamlessly brings together fashion, architecture, music and fragrance." Together with the tech team behind Harry Potter, he created an eight-minute spectacle that involved projection on the flagship stores in both New York and London after dark, making it appear as though the stores were ripped apart, had disappeared, and more. “This is not just a game changer," David Lauren said. "It’s a life changer. It’s fashion changing film, architecture, technology. It’s an entire building turning into a stage set.” And the thousands-strong audiences who turned up to watch were also treated to liberal sprays of the new Big Pony fragrances.
Lauren declined to disclose the cost of the spectacle, but it's estimated to be more than six figures. A video of the show, above.