Polo Ralph Lauren Giant Pop-up Book in Piccadilly Circus

This fake out-of-home ad for Ralph Lauren features a massive pop-up book opening above the busy streets of London. Seamlessly embedded into a building facade, it showcases the brand’s connection to Wimbledon.

The giant 3D storybook springs to life, revealing vivid displays of tennis history, historic championship moments, and signature Polo Ralph Lauren outfits that emerge from its pages. This computer-generated display transforms the urban landscape into a living tribute to tennis legends.

The ad highlights Ralph Lauren’s long-standing role in dressing champions and honours the elegance of Wimbledon, immersing passersby in a visual celebration of tradition and sport.