“It’s Inception meets David Copperfield” was the way David Lauren explained to GQ.com the concept of the event that would mark the tenth anniversary of Ralph Lauren online.
An example of image projection mapping onto a building for advertising purposes from Ralph Lauren in 2011- although this “event” was massively popular with the public (both in New York and London) and raised brand awareness fantastically, there have been no developments on this technology within retail nor public marketing.
The installation in Berlin’s KaDeWe store will showcase six times a day throughout August, highlighting the brand’s new Design Your Own Polo Shirt collection.
Images of models, products and the occasional polo pony appear from an area equivalent in size to six double-decker buses and float out towards shoppers.
“Architectural 4D video mapping is that rare thing – a technique that still has the wow factor – both in terms of the creative and technological possibilities it gives brands and in terms of consumer reactions to it,” said Drive Productions director Ben Fender.
“But the key factor to the success of this medium is the transformational content where it is now possible to create art installations that act as stand-alone pieces of global advertising bringing together art technology and in this case ‘design your own’ fashion into one perfect package.”
Drive carried out similar activity for the brand in New York and London last year.
- Next Level Ralph Lauren (www.gq-magazine.co.uk)
- Ralph Lauren hires Drive for 4D shopping mall experience (www.eventmagazine.co.uk)