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4D brand experience by Ralph Lauren
Par Vaness dans MOTION DESIGN le 18 Novembre 2010 à 13:22On November, 10th, 2010, some lucky ones walking by the streets of New-York and London could appreciate an 8mn-4D show produced by cloth brand Ralph Lauren.
For the 10th anniversary of the online activity of the brand, Ralph Lauren has seen the big picture: a digital show based on mapping technology on the 4-storey Ralph Lauren store building. And not only a 3D show but a 4D show since they even add the smell and touch senses: the audience could smell the latest fragrances of the brand when the bottles appeared on screen! To realise that movie: 150 high-profile people during months and a 6-figure investement.
Above the magical and technological exploit (3D may not be brand new, the 4th dimension plus the scale and venue of the projection can be praised), what's interested in that brand initiative is how well thought it has been by the communications team. To them, the decision for a 4D-projection was relevant with the personnality of the brand: the fashion industry is about being ahead of their time and Ralph Lauren always used brand-new technology before their major competitors. A much better explanation can be found here by reading David Lauren, senior vice president of advertising, marketing and corporate communications.
Enjoy that interesting in-depth lesson of branding behind the scenes!
Sources: www.agdmag.com + www.darkplanneur.com
Tags : ralph lauren 4d mapping projection
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I'm a French girl in her thirties, having lived in Sydney, Australia, and Copenhagen, Denmark, those last years now back home.
During four years, I've worked as a Project Manager & Consultant in Corporate Branding in a leading branding & design agency. I was part of a fantastic team dedicated to the AIR FRANCE KLM brand. That's where I've done my basic training. That's where I've begun working with passion.
Living abroad and meeting creative professionals from the whole world through the Creative Professionals Worldwide club I set up, my eyes wide-opened, passion has continued to grow unceasingly.I'm living in this industry, but this industry is also living in me: more than ever curiosity has become my key feature. The whole world around us is inspiring: just stop middle of the street, look around, observe the people, the billboards, the newspapers, the objects and start making connexions between things, start being creative. I can't help doing so. That's why I've become such a blogger.
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