Ralph Lauren: e-commerce UK

Last night the streets of two cities were transformed for seven minutes, as Ralph Lauren merged the worlds of fashion, art and technology to celebrate the 10th anniversary of its website and the launch of the brand’s e-commerce in the UK. In a stunning feat of “4D” wizardry, models several stories high strode over the classical façades of the Ralph Lauren flagships on Bond Street in London and Madison Avenue in New York. Thanks to some ingenious green screening and 3D modeling work by London-based experiential events company Drive Productions (whose previous clients include the BBC, Sony and the Barbican Arts Center) both buildings themselves seemed to come alive, revolving, fracturing, exploding and extending out into the thousands that came to see this unprecedented spectacle. Alongside a catwalk show that hovered over the crowd, HD projections featured a frenetic mass of galloping polo players, ties and belts that wrapped around the buildings, and classic RL products such as the Ricky bag, spinning hologram-like in the air. Here NOWNESS goes behind the scenes to glimpse how it all came together.