Ralph Lauren unveils 888 House, a digital concept store

[vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”administrator,editor,author,armember”][vc_column][vc_column_text]

To mark the release of its new RL 888 handbag, unveiled ahead of New York Fashion Week, American fashion house Ralph Lauren launched The 888 House, its first-ever 3D experience.

As September approaches, Ralph Lauren prepares its return to the catwalks at New York Fashion Week. The fashion house unveiled its brand-new “RL 888” range of handbags, inspired by the iconic architectural features of New York City.

 

The presentation of the collection is accompanied by the launch of the “RL 888” campaign, starring models Anna Ewers and Fei Fei Sun. The campaign tells the story of a woman and her intimate connection with her most personal accessory. The romantic universe that emanates from this relationship is captured through a series of photographs and a short film entitled “Outside of Time”. The film, directed by Diana Kunst and captured by the lens of Robert Elswit, transports viewers into a world of emotions.

 

 

With its assertive design, the bag is both refined and modern. Ralph Lauren describes “the unchanging beauty of the ‘RL 888′” as complementing “the independent spirit and personal style of the woman who writes her own story where she loves”. Each of these bags is meticulously crafted by artisans based in Florence, Italy, to reflect the brand’s signature precision craftsmanship. The RL 888 range will be offered in a variety of fabrics and box leathers. Each bag is composed of 36 hand-cut elements, skilfully assembled to form a sturdy structure, and embellished with a sculptural RL logo.

 

In addition to celebrating this new collection, Ralph Lauren is simultaneously inaugurating The 888 House, a virtual concept store, a “digital expression” developed using computer image generation technology.

 

 

Immersive experience

 

Nestled in a virtual desert landscape reminiscent of Joshua Tree National Park in southeastern California, The 888 House represents a fusion of imagination and reality. Visitors are guided through a series of distinct spaces featuring the iconic Ralph Lauren collection, as well as the RL 888 handbag. This journey offers visitors the opportunity to immerse themselves in an idealized, multi-dimensional universe, meticulously crafted to reflect the brand’s uncompromising commitment to exceptional craftsmanship. Visitors also have the opportunity to purchase the pieces presented in this captivating virtual environment.

 

 

“Creative innovation is at the heart of Ralph Lauren’s DNA and we strive to bring our brand to life in new ways to appeal to the next generation of luxury consumers, who increasingly dream and live in the digital space,” says David Lauren, Ralph Lauren’s Director of Brand Strategy and Innovation.

 

Ralph Lauren has been a pioneer in conceptualizing experience-based retailing and creating cinematic in-store experiences that transcend the simple act of purchasing. The brand was also at the forefront in introducing luxury to the online world over two decades ago.

 

This foray into the digital realm prefigures future initiatives for the brand, which fully intends to continue exploring the opportunities offered by Web3 and similar innovative environments. These spaces, where distinctions between the digital and physical worlds become blurred, will enable Ralph Lauren to further push the boundaries and shape the future of the shopping experience.

 

Read also >Clé de Peau Beauté celebrates the science of skincare with an immersive experience

Featured photo : © Ralph Lauren [/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”not-logged-in”][vc_column][vc_column_text]

To mark the release of its new RL 888 handbag, unveiled ahead of New York Fashion Week, American fashion house Ralph Lauren launched The 888 House, its first-ever 3D experience.

As September approaches, Ralph Lauren prepares its return to the catwalks at New York Fashion Week. The fashion house unveiled its brand-new “RL 888” range of handbags, inspired by the iconic architectural features of New York City.

 

The presentation of the collection is accompanied by the launch of the “RL 888” campaign, starring models Anna Ewers and Fei Fei Sun. The campaign tells the story of a woman and her intimate connection with her most personal accessory. The romantic universe that emanates from this relationship is captured through a series of photographs and a short film entitled “Outside of Time”. The film, directed by Diana Kunst and captured by the lens of Robert Elswit, transports viewers into a world of emotions.

 

 

With its assertive design, the bag is both refined and modern. Ralph Lauren describes “the unchanging beauty of the ‘RL 888′” as complementing “the independent spirit and personal style of the woman who writes her own story where she loves”. Each of these bags is meticulously crafted by artisans based in Florence, Italy, to reflect the brand’s signature precision craftsmanship. The RL 888 range will be offered in a variety of fabrics and box leathers. Each bag is composed of 36 hand-cut elements, skilfully assembled to form a sturdy structure, and embellished with a sculptural RL logo.

 

In addition to celebrating this new collection, Ralph Lauren is simultaneously inaugurating The 888 House, a virtual concept store, a “digital expression” developed using computer image generation technology.

 

 

Immersive experience

 

[…][/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…

Already have an account ? Please log in.

[/vc_cta][vc_column_text]Featured photo : © Ralph Lauren[/vc_column_text][/vc_column][/vc_row][vc_row njt-role=”people-in-the-roles” njt-role-user-roles=”subscriber,customer”][vc_column][vc_column_text]

To mark the release of its new RL 888 handbag, unveiled ahead of New York Fashion Week, American fashion house Ralph Lauren launched The 888 House, its first-ever 3D experience.

As September approaches, Ralph Lauren prepares its return to the catwalks at New York Fashion Week. The fashion house unveiled its brand-new “RL 888” range of handbags, inspired by the iconic architectural features of New York City.

 

The presentation of the collection is accompanied by the launch of the “RL 888” campaign, starring models Anna Ewers and Fei Fei Sun. The campaign tells the story of a woman and her intimate connection with her most personal accessory. The romantic universe that emanates from this relationship is captured through a series of photographs and a short film entitled “Outside of Time”. The film, directed by Diana Kunst and captured by the lens of Robert Elswit, transports viewers into a world of emotions.

 

 

With its assertive design, the bag is both refined and modern. Ralph Lauren describes “the unchanging beauty of the ‘RL 888′” as complementing “the independent spirit and personal style of the woman who writes her own story where she loves”. Each of these bags is meticulously crafted by artisans based in Florence, Italy, to reflect the brand’s signature precision craftsmanship. The RL 888 range will be offered in a variety of fabrics and box leathers. Each bag is composed of 36 hand-cut elements, skilfully assembled to form a sturdy structure, and embellished with a sculptural RL logo.

 

In addition to celebrating this new collection, Ralph Lauren is simultaneously inaugurating The 888 House, a virtual concept store, a “digital expression” developed using computer image generation technology.

 

 

Immersive experience

 

[…][/vc_column_text][vc_cta h2=”This article is reserved for subscribers.” h2_font_container=”tag:h2|font_size:16|text_align:left” h2_use_theme_fonts=”yes” h4=”Subscribe now !” h4_font_container=”tag:h2|font_size:32|text_align:left|line_height:bas” h4_use_theme_fonts=”yes” txt_align=”center” color=”black” add_button=”right” btn_title=”I SUBSCRIBE !” btn_color=”danger” btn_size=”lg” btn_align=”center” use_custom_fonts_h2=”true” use_custom_fonts_h4=”true” btn_button_block=”true” btn_custom_onclick=”true” btn_link=”url:https%3A%2F%2Fluxus-plus.com%2Fen%2Fsubscriptions-and-newsletter-special-offer-valid-until-september-30-2020-2-2%2F”]Get unlimited access to all articles and live a new reading experience, preview contents, exclusive newsletters…

Already have an account ? Please log in.

[/vc_cta][vc_column_text]Featured photo : © Ralph Lauren[/vc_column_text][/vc_column][/vc_row]

Picture of The editorial team
The editorial team
Thanks to its extensive knowledge of these sectors, the Luxus + editorial team deciphers for its readers the main economic and technological stakes in fashion, watchmaking, jewelry, gastronomy, perfumes and cosmetics, hotels, and prestigious real estate.

Subscribe to our Newsletter

Sign up now to receive sneak previews of our programs and articles!

Luxus Plus Newsletter