American Dream In 4D

The Christmas run-up got a lot more competitive in London yesterday night. Ralph Lauren, the Polo set emporium that pioneered aspirational lifestyle advertising, literally introduced a new dimension to the American Dream with a four-dimensional light, sound and sensory display (the label's new Big Pony fragrance was infused in the air) projected onto the fashion house's New Bond Street House Flagship store. Ralph's son, David, has been given the reigns of the brand's digital arm with the launch of an international website and virtual store that turns aspiration into a reality and will see the world of 4D gallop pass the awkward 3D revival. Find out more about the 4D project here and if you missed yesterday's night spectacle check it out below - fragrance not included... yet.