To celebrate its 10th year of e-commerce success, Ralph Lauren is launching a 4D light show at their flagship stores in London and New York. All produced by Netherlands based projection wizards, NuFormer. Here is a behind the scenes video of how it was produced. (via mashable).
And here are some more videos of their work.
Lesson: Attention and wonder comes from doing what others will not try.
Update: Here is the footage of the actual Ralph Lauren show on November 20, 2010