'Design Your Own' is a new customisable range of polo shirts. Customers select their colour of shirt, and can then choose their favourite Ralph Lauren monogram, in whatever colour they choose - creating the perfect polo just for them.
The atrium of one of Europe's largest luxury department stores, the KaDeWe in Berlin, has been taken over for the entire month of August, with a bespoke 4D digital arts installation from Drive Productions running six times a day. This is the first time 4D mapping has been used inside a fashion store anywhere in the world.
At each screening, the atrium at KaDeWe - a large, brightly lit space is turned into a cinematic presentation area in a matter of minutes with the use of a combination of motorised blinds, projection screens and heavy black velvet drapes. The projection area is equivalent in size to six double decker buses.
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."