Virtual reality is soooo last decade (aught-ish)! Now, in 2010, in the new decade we see virtual and physical experiences merge for the next phase of time-and-space bending expressions: Immersive Reality.
And the Ralph Lauren 4D shows are an early indicator of where it’s all headed. This video offers a taste, but for a more complete representation, you’ve got to go to the site: http://4d.ralphlauren.com/
The videos document major shows held last week ‘on’ Ralph Lauren’s flagship stores in NYC and London. They featured 3D holographic projections that bring the building to life, laser light shows, and a 4th dimension: scent. It’s a mash-up of ad, art installation, and fashion show.