Ralph Lauren celebrates 50 years of the Polo Shirt with stylish QVB Activation

First launched in 1972, Ralph Lauren brand is synonymous with style and quality, so when the brand's iconic Polo Shirt reached its 50th anniversary, Ralph Lauren decided to celebrate with an interactive activation at Sydney’s Queen Victoria Building (QVB).

The equally iconic QVB is a heritage listed, 19th century building in the heart of Sydney’s premium shopping district. QVB is home to over 160 retailers, including long-standing Polo Ralph Lauren store.

The Polo Ralph Lauren QVB store is a key retail location for the brand which combined with QVB's history and the activation space’s proximity to the store, made it the perfect platform to connect with shoppers.

Under the stunning QVB dome, the Ralph Lauren activation was perfectly designed, located and styled for maximum impact.

Ralph Lauren Activation at The QVB Credit: Vicinity Centres

Complementing its long-standing Polo Ralph Lauren store and the timing of Sydney’s popular Vivid Festival, QVB presented the perfect opportunity to activate in a spectacular space sure to wow existing friends of the brand, new customers, commuters and Vivid lightshow festival attendees.

Polo Ralph Lauren’s objective for the activation was to surprise and delight existing customers, but also to engage and interact with new customers.

The activation invited customers to join in the online conversation and share their experience via the #MyPoloShirtStory hashtag, earning an immediate increase in social media engagement as a result of the activation as well as an increase in foot traffic to the QVB store.

On launch day, staff reported an ‘exciting buzz’ in the store as the activation provided a great opportunity to celebrate the Polo Shirts enduring legacy and sweeping cultural impact on people and the world of fashion.

Polo Ralph Lauren further amplified their presence at The QVB by utilising Vicinity’s additional media assets including the digital supersite screen network, atrium banners as well as centre posters on the outside of the building.

The use of multiple assets plus an in-centre activation created large scale awareness of the Ralph Lauren brand and encouraged shoppers to visit the activation.

Ralph Lauren George Street Lightboxes at The QVBCredit: Vicinity Centres

Activations are an ongoing global strategy for the Ralph Lauren brand and partnering with Vicinity Media’s Brand Space team made this activation a resounding success.

On working with the Vicinity Media Brand Space team, Ralph Lauren said the experience was smooth and positive from start to finish. The Brand Space team were flexible, resourceful and collaborative at all times and the brand received the support they needed to ensure a smooth and successful execution of the physical activation and launch day event.

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