DALLAS, Aug 9, 2006/ FW/ --- It was bound to happen, the virtual world encroaching to the real world. Polo Ralph Lauren broke new grounds on store window displays last Aug 7 when it unveiled the first interactive store window wherein customers can ‘shop’ 24 x 7 with the touch of their fingers.

Like the ‘regular’ store windows, it shows the merchandise available in the store. But, with cutting edge sensory technology, the store window also becomes a virtual store. Projected on the window of the Ralph Lauren Madison Avenue store (888 Madison Avenue) is a 67” image, which is actually a touch screen.

Powered by a lightweight touch foil applied directly to the glass, the touch screen is also a rear projection screen that displays an image similar to a webpage. Customers can then browse the available merchandise that matches with the theme of the store window.

For this particular case, the store window features the 2006 US Open, wherein Polo Ralph Lauren is one of the sponsors. Products featured in the window-shopping assortment include Official Polo Ralph Lauren/USTA ball boy/girl uniforms, linesman jackets, and the widely popular big pony polo shirts.

In addition, users can pick up tips from tennis pro Nick Bollettieri and read about famous feuds in US Open history.

So, how do you shop? With the click of your fingers of course! Think of it as a giant computer monitor. Instead of shopping online, you are actually shopping in the store!

For video gamers, this concept is reminiscent of Final Fantasy VIII, wherein Squall and company ‘shopped’ for magic spells and weapons via gigantic screens in the arcade in lieu of the usual ‘shops’ in the video game.

But, according to David Lauren, Senior Vice President Advertising, Marketing and Corporate Communication of Polo Ralph Lauren, he was actually inspired by the sci-fi flick ‘Minority Report.’

“After watching Steven Spielberg’s Minority Report, I really wanted to find a way to make that amazing technology a retail reality. We are thrilled to offer such a unique and exciting way for our customers to further explore the world of Ralph Lauren; with this initiative we are reinventing the concept of shopping anytime.” David Lauren said.

The Madison Avenue window-shopping installation will be accessible to the public from August 7th to September 10th.

Additionally, all official Polo Ralph Lauren US Open apparel is available in Ralph Lauren stores worldwide and at www.polo.com

Polo Ralph Lauren

Polo Ralph Lauren