MPC illuminates Ralph Lauren 4D fashion show in Central Park
To announce their new Polo for Women Spring collection, Ralph Lauren turned to MPC to create a cinematic 4D experience, this time launching a new breed of fashion show. On an evening during New York Fashion Week, a revolutionary runway event was revealed to hundreds of spectators: a water-screen projection that towered above Manhattan’s Central Park fusing fashion, art and technology.
Building on the highly successful storefront 4D projection mapping show in 2010, the film marked MPC’s second collaboration with Ralph Lauren.
“I really wanted to do something big for the new Polo Women’s brand – something set in the city — that felt modern. We returned to Central Park, a place I love, and captured the spirit of Polo with a truly innovative mix of fashion and technology,” said Ralph Lauren.
Together with the Ralph Lauren creative team, MPC transformed Mr. Lauren’s clear vision of a hyper real cinematic journey through New York City into a 10-minute short film that blends stunning CG with live-action runway performance.
The team at MPC created flawless transitions and designed the rich visual narrative complete with fully CG cityscapes, artful storefronts, cobblestone streets lined with quaint brownstones and charming parks. From augmented CG set extensions such as the majestic Brooklyn Bridge, to elaborate layers of matte paintings, all told, the film consists of over 13,000 frames. Ralph Lauren SVP Creative Director Amir Mohammady and VP of Interactive Design Yong Choe worked closely with MPC under one roof at the New York studio, maximizing their collaborative creative efforts.
Watch the making-of below