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Brief Published: 21 Oct 2013

Ralph Lauren’s Street Art Façade, NY

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Denim & Supply store Greenwich Village.

Bringing an artistic dimension to the retail experience, the façade of US luxury brand Ralph Lauren’s Denim & Supply store in Greenwich Village, New York is to be transformed into an interactive, large-scale public art installation this week.

On October 23, Brooklyn-based graffiti artist Hellbent will become the first in a series of artists to make his mark on the Art Wall Project, creating an exhibition, live, in full view of passersby.

The project also has a philanthropic spin-off; limited edition products inspired by the wall art will be sold in-store to benefit New York’s School for Visual Arts. 

David Lauren, executive vice-president of global advertising, marketing and communications for Ralph Lauren Corp, dubbed the project ‘merchantainment’. “We are fusing art, fashion and technology to introduce our first-ever ‘Build Board’ – an entire building facade transformed into a unique interactive experience,” he told fashion newswire WWD.

The Art Wall Project follows in the footsteps of a number of brands trading on artistic connections. Recent examples include McQueen sponsoring London’s Frieze Art Fair, and London department store Selfridges playing host to an Institute of Contemporary Art (ICA) exhibition.

 For more on creative, interactive treatments of storefronts and large-scale architecture, see Anywhere Retailing: Virtual Stores & Media Facades, Swarovski’s Live Window-Art, Media Facades Summit, Cinimod Studio: Architectural Illusionists, Radical Facades and W Hotel’s Flashy Façade.

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