4D Installation Ralph Lauren

Announced on the IHT Conference and a great example how David Lauren brings "Heritage Luxury" into a new century - not only with his great Marketing ideas already seen on the web and on social media but now an innovative hugh Installation of a new RL 4D world. Its not only what he is calling "merchan-tainement" to me its more in between and advertising and art installation.
Too bad he didn't say anything about the costs of such an installation (first question asked from a german company of course :)...but that let us dream a bit longer to do such great things for other brands... in a new way of course ! Don't imitate - innovate.