Ralph Lauren Goes '4D'

(Reuters)

It seems 3D isn’t only pure entertainment, it also seems to be a great marketing tool – especially when you add a fourth dimension.

Luxury clothing giant Ralph Lauren has wowed crowds with a new kind of advertising, or something that David Lauren, Ralph’s son, called “merchantainment”.

The Bond Street store took passersby to the all new 4D-Lauren-land, which meant the building was virtually deconstructed into an 8-minute 3D art movie, showing polo players, 50ft models and Ralph himself waving at the crowds.

An additional touch to the 3D film was a vision of the newest Lauren’s perfume bottle in the sky, which spritzed the fragrance at the spectators – who then left Bond Street smelling very Lauren-like.

David Lauren is sure that 4D merchantainment is the way forward when thinking about media: “It blows my mind – it changes the way we look at architecture; it will change retail, movies, advertising, everything,” he yesterday said to the Evening Standard.

The Ralph Lauren brand, loved by celebrities, celebrated its 40th anniversary in 2007 and was one of the first luxury labels to sell online.