9 ROWS x 7 COLUMNS
109.2″ x 84″ x 9.5”
Navy Blue Sheet Metal Casing
United States Olympic Uniform Collection
Installed 2024
Located on Madison Avenue is Ralph Lauren’s Women’s Flagship Store. This location is more than just a retail space – it’s a landmark that embodies the brand’s enduring legacy of luxury and classic American style. This store is renowned not only for its merchandise but also for its curated environments that change periodically. Each changeover reflects the brand’s latest collections – this creates an immersive experience that resonates with customers year-round.
When Ralph Lauren planned to roll out their Olympic Collection, they needed a solution that could also adapt to different retail display changes while maintaining a timeless appeal. Previously, digital screens were used to showcase imagery and campaigns. While these screens served their purpose, they lacked the engaging experience that the Ralph Lauren brand is known for. That’s where our Picture Flap display comes in.
Picture Flap offers a blend of craftsmanship and innovation bringing a unique dimension to Ralph Lauren’s flagship store. Picture Flap introduces a dynamic, mechanical feature that invites customers to pause and watch. Something screens cannot do. Each flip of the flap creates a moment of anticipation, echoing the meticulous attention to detail found in Ralph Lauren’s designs.
“We inspire values that surpass sport, the surpass fashion, that stand for equality, integrity, and a spirit of optimism.” – Ralph Lauren
One of the standout features of the Picture Flap Display is its versatility. As Ralph Lauren changes its retail design frequently and Picture Flap serves as a flexible canvas. Easily updated to reflect the brand’s latest collections and themes when needed. Whether showcasing the winter holiday collection or the breezy styles of summer, the Picture Flap Display transitions seamlessly. The board ensures that the store’s aesthetic remains cohesive and engaging throughout the year. A feature unique to Ralph Lauren is the custom frame built by SkyFrame. The frame surrounds the Picture Flap with a plein air antique style design – painted white to blend with the chic aesthetic around the store.
This adaptability is crucial for a brand like Ralph Lauren, where every detail in the store’s design is curated to reflect the spirit of the most recent fashion trends. The Picture Flap not only enhances the visual storytelling within the space but also reinforces the brand’s ability to innovate while staying true to its roots.
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