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Ralph Lauren to transform New Bond Street store

Premium lifestyle brand and retailer Ralph Lauren will transform its New Bond Street store in London tonight by virtually altering the image of the building using architectural mapping technology.

The US company will use laser beams to project a hologram of founder Ralph Lauren waving from one of the store’s windows and make it look as if polo players are playing above spectators on the ground.

Ralph Lauren will close the whole of New Bond Street for the spectacle, which starts at 8pm tonight, to celebrate the UK launch of its transactional website.

Speaking at the International Herald Tribune’s Heritage Luxury conference in London today, David Lauren, senior vice president for Polo Ralph Lauren and son of Ralph Lauren, said: “This is about taking technology into the air. It’s not about screens, it’s not about mobile. Architectural mapping allows you take an entire building and re-build it.”

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