Ralph's Club Virtual Experience

In 2021, Annex partnered with Ralph Lauren Fragrances to launch the elegant and irreverent Ralph’s Club Eau de Parfum, their first men’s fragrance since 2003, with an immersive virtual club experience. Hosted by A-listers Gigi Hadid, Luka Sabbat, Lucky Blue Smith, and Fai Khadra, virtual VIPs are invited enter for the most unforgettable night of their life.

Within the New York-inspired multi-room space, guests are greeted with original music by Prince Charlez and exclusive video content featuring the celebrity hosts, who each guide users through a different part of the experience. Virtual club goers are taken to the Sensorium, the room where the fragrance content lives, where they can shop Ralph's Club and explore its inspiration and ingredients. The club also features numerous interactive components, including an Instagram filter and a user-controlled music soundboard.