Is 4D the new cool thing to do for brands?

Last week Ralph Lauren lit up Bond Street in London with a magnificent 4D display. Today I found a video of a similar display at Tiffany’s in Bejing. Is this a new trend for brands, to dazzle us with advancements in technology?  They are certainly exciting and I very much enjoyed my time at Ralph Lauren last week. But I’m not sure I was ready for this to become “the next big thing.”


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