Ralph Lauren (USA/Fr) / Glamourous product launch
 Challenge:
Ralph Lauren Fragrances needed to develop a multimedia installation for the international launch of "Glamourous," a new Ralph Lauren fragrance with the actress Penelope Cruz as its spokesperson. They also needed to develop secondary multimedia installations to support the RALPH, Romance and Polo Sport fragrance lines. The work needed to be something that had never been done before, in order to get the attention of a sophisticated and well-traveled audience. At the same time it need to be sophisticated, elegant, and executed flawlessly.
More than 400 people needed access to each installation in the course of a few hours. The site was the Hotel D'Evreux at the Place Vendome in Paris, an early 18th century chateau that is now a museum with a limited power supply and strict guidelines limiting normal installation. The timing of the installation was tight: just one day was allocated for set up, one evening was reserved for the event, and a complete breakdown of the entire space needed to take place immediately following the event in order for it to be completely clear by morning.
Solution:
Catalyst researched available technologies and developed dozens of virtual reality concepts to support each product. Ultimately the director, Matthew Rolston, was hired to film Ms. Cruz using Sony 3D projection technology that was projected at the event "in thin air" using a new glass projection technology. Other supporting "virtual" projects were developed including stereoscopic 3D VR butterflies for RALPH, an automatic scent dispenser and floating holograph for Romance, and 3D audio sound effects to support a climbing wall built for the Polo Sport installation.
Each installation was built and tested in the U.S. prior to being shipped to Paris. An international team of German 3D projection and French staging experts were hired, and the magician David Copperfield's stage manager was engaged to facilitate the virtual reality version of Ms. Cruz. The show was executed flawlessly and was a huge success. The 3D butterflies developed for the show have found a new life as part of RALPH's international displays.
click here to download (3.5 Meg) RALPH butterfly animation |
