RALPH LAUREN OPENS FIRST POLO FLAGSHIP
IN NEW YORK CITY
Ralph Lauren Corporation (NYSE:RL) introduced its first Polo flagship at 711 Fifth Avenue in New York City. Spanning nearly 38,000 square feet over three floors, the new Polo flagship is the first store to unveil the complete new world of Polo for women, and the first store to showcase women’s Polo alongside the Polo men’s collection. The new store also introduced Ralph Lauren’s first-ever coffee shop, Ralph’s Coffee.
“When I began designing, I started with the timeless elements of a classic style I called Polo,” said Ralph Lauren, Chairman and CEO. “I believe there is tremendous opportunity to extend Polo’s appeal around the world and add a fresh, modern spirit to this enduring brand. I am thrilled to be opening our flagship at home in New York City.” The new Polo flagship is one of many Polo stores planned to open worldwide in the coming years, heralding a new retail strategy for the Company.
Located in a historic building at the corner of Fifth Avenue and 55th Street, in the center of one of the world’s most legendary shopping districts, the stunning Polo flagship transports shoppers into a world that is contemporary, youthful and cool. Drawing on authentic American inspirations, from the rich woods of an Adirondack boathouse to the whitewashed bricks of a Brooklyn loft, the vibrant collections are showcased throughout the store alongside custom bikes, kayaks and vintage guitars, speaking to a unique vision of rusticity and a cool downtown vibe. Video monitors feature the runway show that launched women’s Polo, along with short films directed by renowned photographer Bruce Weber, which reflect the irreverent, youthful tone of the Polo brand. Vintage fixtures, rare art and two custom-cut river-rock stone fireplaces complete this dynamic world.
The ground floor is home to a complete world of the Polo Men’s collection, including outdoorsy, performance-driven clothes, a dedicated denim area that highlights an expanded offering of Polo Denim, and vintage accessories and men’s footwear and bags that speak to the brand’s eclectic sensibilities. Polo suitings in new modern proportions are also offered Made to Measure upon request. Polo fragrances and eyewear round out the world of Polo for men.
The second floor unfolds into a spacious showcase of the new Polo Women’s collection, featuring sophisticated tweeds, simple black dresses, outdoorsy pieces and city-worn leather. Footwear, including patent leather mary janes and the new heeled hiker boot, is presented in its own room. Accessories include vintage tooled leather belts and turquoise jewelry. “When I first launched womenswear, I called it ‘Ralph Lauren,’” said the designer. “And while my brands have evolved over the years, I always wanted to bring the iconic spirit of men’s Polo to a new generation of women. My Polo girl is cool and youthful—though ageless—and she has her own sense of personal style.”
Ralph’s Coffee, also on the second floor, represents the quintessential American spirit of the Polo Ralph Lauren brand with a fresh yet authentic atmosphere. Bright and airy, the coffee shop features a vintage oak library table with generous seating, along with marble-top tables, antique bistro-style chairs and a whitewashed wraparound banquet. On the back wall is a charming selection of vintage and collector’s books. The shop offers Ralph Lauren’s own private coffee blends, teas and fresh juices, along with pastries, sandwiches, yogurts and some of Ralph Lauren’s favorite sweet treats.
The third floor continues the world of Polo for women with an area devoted to denim, from sleek and skinny coated denim to distressed and mended jeans. Signature cable cashmere sweaters and polo shirts are displayed in an incredible array of vibrant colors. Shoppers can also customize their polos through the Create Your Own Collection. A handbag shop introduces the new Polo bag collection and a stylish assortment of doggie accessories.
Ralph Lauren celebrated the new flagship and the launch of Polo for women with a 4D holographic fashion experience in Central Park.
Ralph Lauren’s Polo presents holographic 4D fashion event towering above The Lake at Central Park
Ralph Lauren’s new Polo line for women presented its Spring 2015 collection during New York Fashion Week in a revolutionary runway event: a water-screen projection that towered above Manhattan’s Central Park, fusing fashion, art and technology.
The event also celebrated the grand opening of the Polo flagship store on Fifth Avenue. Ralph Lauren Polo models – appearing like beautiful mirages using four-story-tall holographic effects – wore outfits embracing the eclectic spirit of the brand, mixing the edge of New York and Paris, and the sunset colors and patterns of the Adirondacks. They were framed by a perfect cityscape that paid homage to New York landmarks, such as the Brooklyn Bridge and the High Line, complementing the downtown sensibility that inspires this new brand.
Hundreds of spectators gathered on the Cherry Hill lawn on the west side of the park for a sensory experience that uses innovative technology that could forever change the landscape for a fashion show. Celebrities included Kendall Jenner, in a Polo silk dress and suede fringe jacket, and Ciara, who wore the Polo varsity jacket that was also the first look in the show.
Also attending – on a perfect late-summer evening – were Kendall Jenner, Ciara, Ben Stiller, Henrik Lundqvist, Elettra Wiedemann, Diane von Furstenberg and Barry Diller, Nacho Figueras and Delfina Blaquier, Karlie Kloss, Lily Aldridge, Ivanka Trump, Hilary Rhoda, Karolina Kurkova, Rachel Zoe, Chanel Iman, Erin Heatherton, Erin Wasson, Daisy Lowe, and Korean pop stars Girls’ Generation-TTS.
“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.
Mr. Lauren, who started his namesake company almost 50 years ago, was there to see a larger-than-life version of him digitally dance across the water.
The high-resolution images were beamed onto a water screen that measured 60 feet tall and 150 feet wide. Mixing live-action movement and CG, the runway presentation was a short film that featured models visiting the streets and icons of a hyper-real New York. Multiple elements of each shot were captured simultaneously to generate the incredible 4D effects.
“Ralph Lauren continues to push his company into the future, using technology as a way to keep his brands fresh and innovative and at the cutting edge of modernity, said David Lauren, executive vice president of global advertising, marketing and corporate communications.
Ralph Lauren has been a leader in pioneering fashion and luxury in the digital space. As one of the first global brands to embrace the Internet, expansion of Ralph Lauren’s high-tech presence has been illustrated with the introduction of the Polo Tech biosensing shirt, the 4D Light Show in 2010, QR Technology in Europe and the United States, touch-screen window displays, the digital Dog Walk and the RL Gang Virtual Storybook for children.
Ralph Lauren has a long-standing history in supporting Central Park, including hosting its memorable 40th anniversary there in 2008, and of The Central Park Conservancy that is the steward of its restoration, improvements and maintenance.
Recognizing this special backdrop for the Polo event and the welcome from the Office of Mayor Bill de Blasio, the Ralph Lauren Corp. will be supporting two initiatives to benefit parks, here in New York and beyond: Charitable contributions will be made to Central Park’s Woodland Campaign to refinish the ramble adjacent to the event space, and to the Institute for Urban Parks, which works with parks throughout the city and around the world in training and developing resources to maximize and preserve essential outdoor spaces.
Ralph Lauren is eager to share this unique experience with fellow New Yorkers, too, and a public showing of the 4D event is planned in the same location Tuesday at 9 pm. A video of the event, including behind-the-scenes details, will also be available for viewing at RalphLauren.com
In the Philippines, Polo Ralph Lauren is exclusively distributed by Stores Specialists, Inc. – a member of The SSI Group – and is located at Shangri-La Plaza Mall, Rustan’s Makati and Greenbelt 3, Ayala Center, Makati City.
Ralph Lauren Polo 4D Spring 2015 Fashion Show at Central Park
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