Ralph Lauren Launches Interactive Windows at BloomingdaleÂ’s for FatherÂ’s Day

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As Father's day is approaching, Bloomingdale's created 6 interactive windows featuring Ralph Lauren. Passersby can select the style and color and spoil their father on that very special day.






In time for Father's Day, Ralph Lauren has updated its pioneering interactive window technology in partnership with Bloomingdale's New York flagship to present the latest in unique gift-giving and on-demand shopping. Launching June 3rd on Lexington Avenue side of the famous department store, an installation of six interactive windows will feature a selection of Polo Ralph Lauren's most celebrated styles with the option to personalize them through innovative mixed media. Also this month, there will be an additional two Polo Ralph Lauren windows featuring images of New York Rangers goalie Henrik Lundqvist from the Bloomingdale's FatherÂ’s Day campaign.

The featured products include polo shirts, Oxford shirts, ties, swimwear, chinos and fragrance. Passersby can select an item, take it for a test drive by changing color and styles, and shop in real-time all with the tap of a finger. This marks a dynamic new way to shop gifts for Dad, as customers will have 24/7 access to the windows with purchase ability through mobile checkout. Shoppers are encouraged to share their window experience by tagging @bloomingdales and @ralphlauren in social media posts. On select days in the run up to the holiday, Polo Ralph Lauren and Bloomingdale's will place ambassadors outside to assist in shopping and selection – and then provide the ultimate customer service: window-side delivery.

“It’s very important for us to connect with customers in a unique way, and the Father’s Day windows at Bloomingdale's take the next step in revolutionizing retail to make it innovative and personal. We wanted to create an interactive experience that would literally make you stop in your tracks with – something theatrical and mesmerizing,” said David Lauren, Executive Vice President of Global Advertising, Marketing and Corporate Communications.

Image credit: Bloomingdale's and Matthew Carasella

The Technology

The innovative windows will be equipped with dozens of HD Ultra Bright Plasma screens and touchscreen technology incorporated directly onto the glass, encouraging consumers to directly and digitally interact with a variety of colors and styles. With each touch and selection of a preferred color and/or style, a new projected image will appear.

Ralph Lauren has a history of approaching shopping as a multimedia experience, first introducing touchenabled windows in 2007. Other groundbreaking high-tech initiatives include the Polo 4D holographic runway show at Central Park during New York Fashion Week, the introduction of the Polo Tech biosensing shirt and digital Dog Walk. This latest generation of the technology brings ease and efficiency to Bloomingdale's shoppers - who'll have the additional options of purchasing without ever entering the store or utilizing grab-and-go pickup at the Ralph Lauren shop located directly inside the 59th street store on the lower level.

“We are excited about the Father’s Day Window strategy and our partnership with Ralph Lauren. Bloomingdale's strives to create window experiences that are modern, entertaining, inspiring, and informative. We believe our customers will love the animation and interactivity of these windows,” said Tony Spring, Chairman and CEO of Bloomingdale's.

The Product

Something for every father this holiday, items featured in the windows are beloved classics from Polo Ralph Lauren, one of the worldÂ’s largest menswear brands with an extensive assortment at Bloomingdale's. Polo shirts made with signature comfortable and garment-washed for plush softness are available in 18 interchangeable styles of traditional colors and seasonal hues. Swim trunks in four styles are crafted from quick drying nylon coming in a variety of sizes, colors, and prints for all summer occasions. With six tie styles and six Oxford shirt styles to mix-and-match, the window technology allows customers to effortlessly experiment with endless combinations to find the perfect set for Dad. The longstanding partnership between Bloomingdale's and Ralph Lauren continues as Lauren's first product was a tie exclusively sold at Bloomingdale's 50 years ago. This initiative celebrates the shared history, offering a variety of ties in several materials and patterns, including the signature Knit Tie. Shoppers can complete the look with Cotton and stone-washed chinos available in four styles. Recognizable scents to choose from include Polo Red, Polo Green, Polo Blue, and Polo Supreme Oud, which can only be purchased at Bloomingdale's.

The Campaign

To further celebrate the partnership between Bloomingdale's and Ralph Lauren, the brands collaborated on an extra special campaign featuring New York Rangers goalie and top dad Henrik Lundqvist. Lundqvist, wearing an indigo hopsack sportcoat, white long-sleeve polo, and slim straight Varick denim jeans, appears with his adorable daughter on the cover of the Bloomingdale's Father's Day catalog and online lookbook at bloomingdales.com/superdad. Additionally, the NHL superstar offers tips and anecdotes on parenthood and personal style while showcasing three additional looks. In the Q & A, Lundqvist says, "I love Polo. I feel they have something for everyone. My favorite piece at the shoot was probably the plaid sportcoat I wore with their slim knit tie. Great fit and feel to that jacket!" The catalog is available now online and arrived in homes May 30th.