Still don't get what makes this "4D" - but it comes across as a 3D experience designed to appeal to all 5 senses. At least that's how its promoters put it. Watch as the store seems to disappear and then transform itself into various objects and offerings - some more interesting than others. Yes, there's a certain amount of materialistic escapism going on here, and some may question its tone in tough economic times. But overall, I think the experience works well for the RL brand.

Indeed, in my new book, THE ON-DEMAND BRAND, I look at how Ralph Lauren has been working to set itself apart through digital technology, from iPhone apps for customizing and purchasing Rugby shirts to touchscreen window shopping interfaces.

I general, I love these projections campaigns that are coming in vogue (especially the recent initiative for Toyota Auris).

It's like augmented reality without screen.

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