Facebook, Tweeting, Blogging, iPad, iPhone...how very October 2010. Now my peeps it's about architectural mapping. Huh? Oh you know, you know, think Inception the movie (yes the one with Leonardo DiCaprio sneakily getting in your head and stealing all those dreams and climbing up impressive CGI staircases that lead you in a continual loop). Is it 3D? Is it a hologram? Am I actually in a room with Leonardo DiCaprio? All that sort of thing. Well, last night Ralph Lauren be-dazzled audiences with "the ultimate collision of fashion, art and technology" (aka a splash of physics a dash of space and a pinch of time). What am I talking about? A "4-D" experience which last night translated into New Bond Street being closed to traffic and hundreds of people being treated to a visual and olfactory spectacular, or as David Lauren (son of Ralph, Senior Vice President, and - to quote Nowness.com - "the driving force behind the company's formidable online prowess") succinctly put it "a light show created by superimposing optical effects created by pinpointed pixels of light over a projected 3-D replica of the building". I had the pleasure of his undivided attention for a private chat just before everyone started pouring in (they do look after bloggers very well at RL it has to be said). This my friends is the future, only the clever people at Ralph Lauren are making it their present. What a way to celebrate the 10th anniversary of RalphLauren.com and launch RL e-commerce in the UK. And if you really think about it the impressive thing isn't just the welcoming of digital innovation with open arms, it's that a company known for its classic and traditional aesthetics is doing it. Very clever indeed.
Click on the video to enjoy.