Ralph Lauren uses drone art to present brand vision in Shenzhen

Ralph Lauren has staged a drone show titled "In pursuit of dreams" above Shenzhen Talent Park to celebrate the Year of the Horse, conveying its brand vision through technology.

With the vast night sky as its canvas, the thousand-drone display seeks to paint an enduring vision of the Ralph Lauren spirit and invite consumers to immerse themselves in the world of dreams that define the brand.

Known as China's "City of dreams," Shenzhen's culture of bold innovation and inclusivity closely echoes Ralph Lauren's own aspirational dreams and belief in the pursuit of the impossible. The spectacle in Shenzhen is not only a vivid expression of this pioneering vision and creativity, but also a testament to the brand's long-term commitment to the Chinese market.

As part of the drone show, a thousand illuminated drones rose above the park to form the image of a horse standing quietly by the water's edge. The horse then appeared to gallop across the waves, followed by the formation of a polo rider charging forward amid sweeping motion.

Amongst the burst of energy, the constellation of lights transformed into the iconic polo pony soaring above the Shenzhen skyline before fading away to reveal the Ralph Lauren signature quote—"I design dreams for now, and tomorrow"—illuminating the night with a message that inspires all who dare to pursue their truest aspirations.

Through a blend of technology and art, Ralph Lauren has merged its brand vision with Chinese tradition, paying tribute to the founder’s lifelong pursuit of dreams.

MARKETING-INTERACTIVE has reached out to Ralph Lauren for more information.

Don't miss: Ralph Lauren brings in-store styling to phones with new AI tool

Ralph Lauren has been leveraging technology in different aspects to enhance customer engagement and retail experiences. Back in September last year, it rolled out "Ask Ralph", an AI-powered conversational shopping experience that aimed to replicate the guidance of an in-store stylist, on users’ smartphones. The tool, available on the Ralph Lauren app in the US, delivers outfit recommendations and styling tips across the men’s and women’s Polo Ralph Lauren ranges.

Developed in partnership with Microsoft on its Azure OpenAI platform, Ask Ralph leverages advanced natural language processing to interpret open-ended prompts. Users can type queries such as what to wear to a concert or the best women’s sweaters, and receive multiple, shoppable visual laydowns of complete outfits. They can also refine recommendations and add individual items, or entire looks, to their shopping carts.

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