Check out the new Drive 4D installation for Polo Ralph Lauren!
Launched today and running for the entire month of August in the KaDeWe in Berlin, we’ve created a digital arts installation that brings 4D architectural projection mapping into a fashion store for the very first time.
Polo Ralph Lauren commissioned the installation to launch their new ‘Design Your Own Polo Shirt’ Collection.
KaDeWe is Berlin’s most famous trademark department store – and with 60,000sqm of retail paradise welcoming 40,000 visitors a day it’s also the largest on the continent.
Every month KaDaWe offers the atrium space to high profile retailer to create an interior installation. It includes all window space too. The area is 22m x 22m and 8m high. We had to advise on this whole area being rebuilt and mapped.
The cathedral-style proportions of the Atrium space, now the backdrop to our gorgeous visuals, is equivalent in size to six double decker buses. The store itself is as big as 9 football fields.
The Drive motion graphics team 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 even 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.
This latest activity for Polo Ralph Lauren follows the success of our recent 4D projection mapping events 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’.
*All images courtesy of James Medcraft/Polo Ralph Lauren