Ralph Lauren (NYSE: RL) marks a milestone with the introduction of a new icon, the RL 888, a distinctive handbag collection that defines its own style. The RL 888 campaign will underscore the brand’s signature juxtaposition by contrasting the handbag’s sleek, modern design against a rugged, otherworldly landscape.
“I am inspired by the beauty of the natural world – a land of contrasts where sky meets rugged terrain. It’s the perfect setting to express the unchanging beauty of the RL 888 and the independent spirit and personal style of the woman who writes her own story wherever she lives. She is daring and romantic, modern yet timeless. Like the bag she carries: the RL 888,” said Ralph Lauren, Chief Creative Officer of Ralph Lauren Corporation in a press release.
To commemorate this launch, Ralph Lauren presents The 888 House – a digital manifestation developed with the very latest Computer Generated Imagery (CGI) technology, enabling consumers to explore and shop the diverse universe of Ralph Lauren from the comfort of their homes.
The video campaign for 888 House unfolds like a cinematic tapestry and begins with a panoramic view of the architectural marvel known as the 888 House. This is not just any structure; it is an embodiment of two iconic letters – R and L. Finished in a shiny golden hue. These characters reflect the glare of the sun and create a mesmerizing visual spectacle. As the camera slides closer, the mirror surfaces of the 888 House come to life. Acting as reflective canvases, they capture the serenity of a tranquil oasis nestled in a desert landscape, an oasis that bears an uncanny resemblance to the ethereal beauty of Joshua Tree, California.
The surroundings of the 888 House are not bare, but rather adorned with the majestic presence of Joshua Trees. These natural wonders speckle the area, their silhouettes even accentuating the home’s open-air structure, creating a harmonious blend of architecture and nature. Upon arrival, visitors are greeted by an inviting array of white and natural wood furnishings, offering a respite from their journey. Redesigned and prominently displayed at the doorway, the RL decal serves as a welcome beacon, inviting guests to enter a world of elegance and style.
The interior of 888 House is no ordinary showroom. It is a curated space of aesthetic delight, adorned with sepia-toned photography, organic elements such as rocks, logs and branches, expansive white spaces and artistic renderings of plant and animal life. Natural water displays add a calming atmosphere, while glossy surfaces mirror the exterior texture, creating a seamless indoor-outdoor experience. But the pièce de résistance of this showroom are the fashion items housed in it. Dresses, hats, belts, bags – each piece is artfully displayed and transforms the space into a veritable fashion museum. This is not just any showroom; it’s a testament to the transformative power of fashion, where every item tells a story and every corner invites discovery.
Merging fantasy and reality in an eerie way, CGI technology offers a complex mix of detailed 3D modelling, dynamic lighting and gravity-defying physics, culminating in an engaging and interactive shopping experience. When consumers enter this space virtually, they can navigate through different rooms and discover the available Ralph Lauren Collection icons and the RL 888 handbag. Every element of the experience has been thoughtfully designed, reflecting the exceptional craftsmanship of the physical handbags and apparel, and highlighting the Ralph Lauren luxury brand’s fusion with state-of-the-art technology.
“Creative innovation is at the heart of Ralph Lauren’s DNA and we are on a journey to bring our brand to life in new ways to engage the next generation of luxury consumers, who are increasingly dreaming and living in the digital space. Ralph Lauren was a pioneer in introducing the idea of experiential retail and creating cinematic shopping experiences that transcend shopping, and was one of the first brands to bring luxury fashion to the internet more than two decades ago. Today, we are once again pushing the boundaries and transforming the shopping experience by creating an entirely new dreamworld, now in the metaverse,” said David Lauren, Chief Branding and Innovation Officer.
Ralph Lauren’s forward-thinking vision transcends this virtual landmark as the brand continues to explore the potential of Web3 and inventive “phygital” retail landscapes that leverage the synergy between digital and physical merchandise and experiences. Guided by Ralph Lauren’s Next Great Chapter: Accelerate strategy, it aims to expand across channels, regions and categories – encompassing women’s ready-to-wear and accessories along with high-performance digital technology. The RL 888 House’s futuristic vision extends beyond this virtual landmark as the brand continues to delve into the potential of Web3 and innovative retail landscapes that bridge digital and physical goods and experiences. This immersive experience is accessible worldwide through RalphLauren.com.
