Ralph Lauren celebrates 10 years of digital innovation with 4D fashion shows

In celebration of 10 years of digital innovation, Ralph Lauren presented on its website the ultimate fusion of art, fashion & technology in a visual feast for the 5 senses.

Through the magic of cutting-edge, architectural light-mapping technology, Ralph Lauren presented the world's first 4-dimensional experience featuring 3D imagery, digital sound effects and scents from Ralph Lauren fragrances. The shows were projected in two cities - London and New York on November 10 and posted on the brand's website. They were rumored to cost millions.

The high-definition videos, clocking in at around eight minutes each, permit those who could not attend the events live to witness the incredible light and sound shows via their computers.

Watch as the New York women’s flagship at 888 Madison Avenue disappears before your eyes and is then transformed into a series of objects and images rendered in 3-dimensional space.