On Wednesday November 10, thousands of eyes witnessed advanced video mapping technology projected onto the façade of the Ralph Lauren flagship locations in New York and London. In London, this event coincided with the launch of RalphLauren.com online store in the UK, it's first e-commerce platform in Europe.

David Lauren, Senior Vice President of Advertising, Marketing and Corporate Communications, - and son of Ralph Lauren - explained to FashionMag.com that "the city of London and Britishness has always inspired the company and is part of its DNA. It's the first online store outside of the USA, and we chose England to launch it". Furthermore, David Lauren confided that RalphLauren.com online shopping will be made available in other European countries next year, although no precise date has yet been chosen.

Combining art, fashion, music and fragrance into a 4D moment, there was a light installation with fifteen scenes unfolding larger-than-life sized images of models, Polo players and Ralph Lauren fashion accessories, giving the illusion that images were extending beyond the building and floating out into space toward the audience. These visuals were complemented with music and real mists of the new Big Pony Collection Fragrances sprayed into the audience in front of the stores, thus allowing "smell" to be the 4th dimension.

David Lauren also explained the importance of pushing the envelope for digital 'merchantaining' (entertaining + merchandising) at IHT's Luxury Conference earlier that day in London and one of the reasons for RalphLauren.com's success is tied to the combination of an entertaining experience while shopping online.

By Christian Layolle and Rosie Hart