Madison Avenue, heavily trafficked by Manhattan’s shopping elite, tourists and ladies who lunch was the stage for Ralph Lauren’s latest digital coup de grace. This past Wednesday all walks of the fashion world descended upon the newly opened women’s mansion store to watch as the brand celebrated 10 years of digital innovation. Coats buttoned up and tartan scarves tightly wrapped, the crowd stood amazed as the store took on a whole new life. The facade seemingly disappeared and rebuilt itself level by level. Using projection technology lights hopped from window to window before the entire storefront revealed a runway. Elegantly dressed models slunk down a grand trompe l’oeil staircase as chandeliers fell out of the night sky, the scene was almost poetic. Next, the building was drawn like a curtain to reveal enormous products–a handbag, a belt to cinch the building’s waistline, a watch and waving ties. All went dark for a moment before a ball crashed the facade to pieces and polo players galloped atop Madison Avenue before transforming into the iconic logo. The brand’s latest foray into fragrance took stage next as the scents sprayed across the crowd creating a truly “4-D” experience. In a fitting finale, a slideshow of all things American royalty crawled up the shop before a final wave from Mr. Lauren himself.

Earlier this year, the Guggenheim partnered with YouTube on a similar project to transform their swirling facade and if this is only the beginning, we can’t wait to see what’s next. We’ve come a long way from the twinkling snowflakes adorning Saks Fifth Avenue now haven’t we?

New York City:

London:

The Official Ralph Lauren 4D Experience – London from Ralph Lauren on Vimeo.

This is a billboard that Starworks cast for Bulgari with Julianne Moore. How cool does it look like with the city as a backdrop?

(“Heavy on the Mayo Please” — Kraft Placement)

Lady Gaga video has just been released her new video, “Telephone”, directed by Jonas Akerlund, and co-written by Gaga and Jonas. If you read this blog, you know that I like to reference branded content videos to illustrate the art of this new business model. This one, however, makes my stomach feel funny. Zero subtlety here. The brands sorta slap you in the face… back to back… and every time they do, I hear a little “ka-ching” in my mind.

The producers of this video are listed as House of Gaga, Serial Pictures, Streamline Records, R.A.F., and Chimney Pot — I’m sure all of them are laughing their way to the bank. The topic of branded integration is a delicate matter. Of course, this is my opinion only. To some this video is considered a big “win”. It depends what end of the spectrum you come from… subtle? or in your face? You decide.

Here is the bodycount of brands…

(Double-whammy: Diet Pepsi and Chanel)

(Diet Pepsi)

(Virgin Mobile, shot 1)

(Virgin Mobile, shot 2)

(Polaroid, shot 1)

(Polaroid, shot 2)

(Beats by Dr.Dre)

(Plenty of Fish Website… yes, it’s a real website)

(Polaroid, shot 3)

(Wonderbread)

(Gaga Laughing All the Way to the Bank, in her Pussy Wagon)

Is it me, or do you feel molested by too many brands? I will begrudingly admit, the usage of Diet Pepsi cans as hair rollers in a lesbian prison fantasy is kinda humorous.

To view the video for yourself, go to Telephone / Gaga to experience the visual assault.

Happy viewing.

(1-Snowman. 2-Lisa Rovner)

I just had a tea date at my usual spot (surf coffeeshop called Saturdays) on Crosby St in Soho. The conversation was with artist, filmmaker, and overall creative spirit Lisa Rovner. She was visiting from her hometown of Paris and we waxed poetics on random things like Godard, Wonder Woman, Advertising, and Internet.

In order to understand her mind, visit her website, an experiment in creating fake ads, called Message is the Medium. None of the advertisements are commissioned by the brands, but they should take note, and give her a phonecall if they care to go rogue too.

Go the the Interview Magazine Blog to read a sophisticated interpretation of Message is the Medium.

Oh, and the second thing on this snowy day is Frosty the Snowman… created by the Saturday’s boys themselves.