Ralph Lauren launches The Denim & Supply Ralph Lauren Art Wall Project, which is an inspiring installation of large-scale outdoor artwork. The objective of The Art Wall is to support creativity and individuality by collaborating with up and coming artists to transform the Denim & Supply Ralph Lauren New York store façade into a masterpiece of art that celebrates the spirit of the brand.
The first installation features a design by the compelling graffiti and street artist, Hellbent. The canvas on The Art Wall will also be refreshed with new artwork in the coming months and Denim & Supply Ralph Lauren will be creating limited edition products inspired by The Art Wall. By purchasing these custom products, you’ll also be benefiting the students at the School of Visual Arts as all the proceeds from the sales will go to them.
“Ralph Lauren has always been on the forefront of retail and digital innovation,” said David Lauren, Executive Vice President of Global Advertising, Marketing and Communications for Ralph Lauren Corporation.
“We pioneered using cyberspace and retail in creating unique customer experiences showcasing the world of Ralph Lauren; from the first ever 24-hour shoppable store windows to our 4-D lightshow, turning our flagship stores into a global social event. Now we are fusing art, fashion and technology to introduce our first-ever “Build Board,” an entire building façade transformed into a unique interactive experience. The Art Wall Project is a large scale, collaborative project which combines public artwork, Denim & Supply branding, social media, product development and philanthropy, all part of what we like to call ‘merchantainment,’” he added.
This experience will also be fully integrated and interactive as the public will be able to engage with the artwork through a custom on-site mobile experience, which enables the consumers to learn more about the artist, share content with their friends as well as gain access to exclusive Denim & Supply Ralph Lauren perks.
Hellbent incorporates folk elements into hand-carved plaques that he fastens through walls and the backgrounds that started on the plaques have become the focal point of Hellbent’s work, both on and off the street. The abstract configurations of multiple patterns layered on top of each other and sometimes arranged in a quilt-like formation have become his expertise. Vibrant colors and complex patterns can be found in large murals in Brooklyn, Manhattan and Los Angeles. Images of his work are also frequently featured on street art websites, and his work was published in Street Art New York and Graffiti New York.
The School of Visual Arts has been a leader in the education of artists, designers and creative professionals for more than six decades. In conjunctions with The Art Wall’s celebration of artists, select proceeds from the project will support the work of graduating students through a special fund administered by The Alumni Society of School of Visual Arts, an independent non-profit 501(c)(3) corporation, which exists to cater to the needs of SVA students and alumni.
With a young bohemian attitude, Denim & Supply Ralph Lauren exudes the unique, effortless style of clothes that live and breathe individuality. From destructed finest quality denim to sexy, romantic free-spirited clothes to rugged, weathered American utility, Denim & Supply is the next generation of down-to-earth dressing. Launched in 2011, Denim & Supply Ralph Lauren is available at retail locations in New York, Boston, Europe, Asia and through www.DenimandSupply.com.