David Lauren was racked with anxiety. It was 2 a.m. in London and a small crowd of Ralph Lauren employees huddled outside the company's U.K. flagship on New Bond Street, trying desperately to make a technology come to life in an unprecedented way. David, the 39-year-old son of Ralph and the company's executive vice president, was planning to debut a novel 4-D light show in less than 24 hours, to celebrate the launch of Ralph Lauren e-commerce in the U.K. The 4-D project had been months in the making, relying on architectural light-mapping techniques to create an eight-minute holographic video that would be projected onto the storefront. If everything went right, the building would seemingly disappear, replaced by 3-D images of 15-foot-tall models walking down runways and giant polo players galloping across fields. A rendering of Ralph himself would wave to the throng of fans. The exorbitant fourth dimension: the scent of Big Pony cologne, which would be spritzed onto the crowd below.
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Author:Stephanie Schomer
