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FMBX News
Posted: Aug 11, 2011
Drive's 4D Ralph Lauren show to play for a month to KaDeWe shoppers
Ralph Lauren 4D Projection Mapping Show, Berlin from Drive Productions on Vimeo.
Creative production agency Drive Productions has announced a new 4D installation for Polo Ralph Lauren, to support the launch of the iconic brand’s new ‘Design Your Own Polo Shirt’ collection. 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.
Drive Productions is using ground-breaking architectural projection mapping technology to take the audience on a visual journey, creating the illusion that images of models, products and on occasion polo ponies are literally appearing beyond the walls and floating out into space and towards the audience.
The atrium’s big, open, brightly lit space turns into a cinematic presentation area and back again in a matter of minutes, via the use of a combination of motorized blinds, projection screens and opulent velvet drapes. Barco FLM HD20 projectors have been employed to create a 22m x 7m projection covering an entire wall of the atrium – an area equivalent in size to six double decker buses. This is the largest roller blind blackout projection screen ever manufactured in Europe.
The motion graphics team at Drive is creating the impression of a building projection on the clean, white interior architecture at KaDeWe by projecting 3D architectural geometry, onto and into which the content of the show has been mapped.
This latest activity for Polo Ralph Lauren follows the success of Drive Productions 4D projection mapping in New York and London for the brand in 2010. Taking place at Polo Ralph Lauren’s flagship stores on Madison Avenue and New Bond Street, the events, open to the public and attended by over 1,500 people, were held to mark the launch of the new PRL UK e-commerce website and '10 Years of Digital Innovation'.
Ben Fender, company director of Drive Productions, comments: “Architectural 4d video mapping is that rare thing – a technique that still has the wow factor - both in terms of the creative and technological possibilities it gives brands and in terms of consumer reactions to it.
But 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.”
