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Tomorrow night, the facade of Ralph Lauren's new Madison Avenue flagship will burst open, exploding with polo players and models who stand four stories tall. It sounds like a fever dream from the overheated psyche of a member of the plaid shirt brigade, but it's actually a public art show that the brand is calling "Ralph Lauren 4D."
For ten mindboggling minutes, images of iconic Ralph Lauren products will be projected on the new store's facade while ambient music plays, a breeze blows across the audience, and everyone gets misted with fragrances from the new Big Pony Collection. (That's right: The fourth dimension is Smell-o-vision.) It sounds like it might just put the Target's Standard Hotel light show to shame, and it all goes down at 888 Madison Avenue tomorrow starting at 8pm.
· The New Ralph Lauren Store Is What Luxury Dreams Are Made Of [Racked NY]
· Bright Lights, Big City: Target Takes Over the Standard Hotel [Racked NY]