Ralph Lauren staged an 8 minute 4D projection at its Bond Street flagship. Witnesses were treated to spectacular effects with 50ft models, holographic polo players and even scented mist to complete the experience.

The show, billed as a 4-D extravaganza, breaking down the theatrical fourth wall with US fashion house’s new fragrance misted over the audience. Ralph Lauren’s son, David, who headed up the project, claimed that just 10 seconds of imagery took eight hours work in the studio, and was nothing short of Harry Potter special effects.

Once Ralph Lauren’s guests saw the first performance at 8.30pm, it was repeated continuously between 9pm and 10pm. However, it wasn’t just purely for so-called ‘merchainment’ but the multi-media event commemorated ten years since the company went online in the USA and celebrates the first day of its UK online venture.