4D

If 2010 was the year that 3-D captured our attention -- and dollars -- at the box office (as did, to a lesser extent, the reality of 3-D television), then look for 2011 to add another dimension as "4-D" moves more mainstream. 
In November 2010, Polo Ralph Lauren brought 4-D into its world with great fanfare, using camera technology to turn the facades of it flagships in New York and London into trippy, mutating 3-D movie screens that are fashion runways one moment, the backdrop for a giant dangling handbag the next and a polo field moments later, all accompanied by digital sound effects and wafts of fragrance (from the Ralph Lauren stable of scents, naturally).
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( Henry S. Dziekan III / Getty Images for Ralph Lauren / November 10, 2010 )

If 2010 was the year that 3-D captured our attention -- and dollars -- at the box office (as did, to a lesser extent, the reality of 3-D television), then look for 2011 to add another dimension as "4-D" moves more mainstream. In November 2010, Polo Ralph Lauren brought 4-D into its world with great fanfare, using camera technology to turn the facades of it flagships in New York and London into trippy, mutating 3-D movie screens that are fashion runways one moment, the backdrop for a giant dangling handbag the next and a polo field moments later, all accompanied by digital sound effects and wafts of fragrance (from the Ralph Lauren stable of scents, naturally).

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