With the opening of Ralph Lauren’s flagship Polo store occurring this week, the company decided to create a large scale spectacle for its NYFW Spring 2015 show. Instead of models and a runway, the company is utilizing a new water projection technology to show off its collection. Water is sprayed approximately 5 stories into the air and images are projected from behind onto it. The effect is a video that feels holographic. Head past the break for a video of it in action. Models were shot wearing the clothing against a green screen and then a virtual New York City environment was created for their surroundings. The cost of the show is said to be substantial but experts believe the expense is likely worth it.
The projection allows Ralph Lauren to show off the Polo collection multiple times to different audiences over several nights. They are also banking on digital influencers spreading images and video of event to a global audience. This is not the company’s first time using cutting edge video technology. When Ralph Lauren’s 888 Madison Avenue mansion reopened in 2010, the company used video mapping to create a 3D experience on the facade of the building.
Brilliant! Thank you for bringing Ralph Lauren’s Runway Show to us. Fashion and technology meeting before our very eyes.
note- Pleased to see one of my personal favorites, McLaughlin, as a sponsor