The story of the park begins in 2014, when Enrique Peña Nieto, the president of Mexico at the time, announced plans for a new transport hub for Mexico City. It would be built on the largely dry bed of Lake Texcoco, the body of water that had once surrounded Mexico City’s ancient ancestor, Tenochtitlán, the center of the Aztec empire. The marketing promise was that NAICM would be one of the greenest airports in the world. The terminal, designed by Norman Foster—winner of the Pritzker Prize in 1999 and the Prince of Asturias Award for the Arts in 2009—was going to be the first to obtain LEED platinum certification, the highest international recognition for energy efficiency and sustainable design.

Its site, Lake Texcoco, had already lost more than 95 percent of its original surface area, and in 2015 plans were made to drain it completely to build the airport. However, when Andrés Manuel López Obrador took office as Mexico’s president in 2018, he canceled the plan. It would end up costing more than $13 billion and would leave behind serious environmental damage: The incomplete project destroyed a key refuge for migratory birds; carved up mountains in the State of Mexico (the federal region that surrounds Mexico City); razed agricultural land; and altered the landscape of the cultural capital of the Nahua, an indigenous people that includes the Mexica (or Aztecs).

Echeverría, who says he has been obsessed with the area for nearly three decades, was appointed by the new government to restore the local ecosystem. “It felt like I was stepping onto Mars,” says the architect, reflecting on being placed at the helm of the project. The park covers an area equivalent to 21 times the area of Mexico City’s enormous Bosque de Chapultepec park. Echeverría offers his own comparisons: “This place is three times the size of the city of Oaxaca and, as a reference for those outside Mexico, it’s roughly three times the size of Manhattan.”

The restoration project wasn’t a mere whim of Mexico’s new president, but the culmination of a century of visions and plans. “We’ve been skating around this for 75 years,” Echeverría says, citing restoration projects that were proposed as early as 1913, including ones by Miguel Ángel de Quevedo (a celebrated early environmentalist) in the 1930s and agronomist Gonzalo Blanco Macías in the 1950s. What was missing, Echeverría says, “wasn’t a lack of ideas, but of political will.”

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Ralph Lauren (NYSE:RL) today introduced Ask Ralph, a new AI-powered conversational shopping experience that invites consumers to engage with, and be inspired by, Ralph Lauren’s unique and iconic take on style. Blending advanced AI technology with Ralph Lauren’s timeless brand, Ask Ralph provides styling inspiration by serving up multiple, shoppable visual laydowns of complete outfits, personalized to a user’s prompts, from across available inventory within the Men’s and Women’s Polo Ralph Lauren brand. Ask Ralph begins rolling out today to Ralph Lauren app users in the United States.

Continuing a decades-long partnership, Ask Ralph was developed with Microsoft on its Azure OpenAI platform and uses advanced conversational AI technology and natural language processing to understand open-ended prompts, interpret context and provide tailored recommendations to closely mimic the experience of speaking with an in-store stylist.

Ralph Lauren has launched Ask Ralph, an AI-powered conversational shopping tool built with Microsoft on Azure OpenAI.
The feature offers personalised, shoppable Polo Ralph Lauren outfits in response to user prompts, simulating an in-store stylist experience.
Available first to US app users, it provides styling inspiration and tailored recommendations to enhance discovery and brand engagement.

“Twenty-five years ago, we partnered with Microsoft to launch one of the fashion industry’s first e-commerce platforms, and today, we are once again redefining the shopping experience for the next generation,” said David Lauren, Chief Branding and Innovation Officer, Ralph Lauren Corporation. “Whether getting ready for a first day of a new job, or creating the perfect look for a night out, Ask Ralph is about more than just discovery – it is about engaging consumers with what they love most about Ralph Lauren: our iconic, unique take on style, providing timeless head-to-toe looks that inspire them to step into our world.”

Shoppers can interact with Ask Ralph just as they would with a stylist in a Ralph Lauren store, through simple, conversational prompts. From “What should I wear to a concert?” to “Show me some women’s Polo Bear sweaters,” or styling queries like, “How can I style my navy-blue men’s blazer?” Ask Ralph responds, surfacing visually laid out, complete Polo Ralph Lauren looks with styling tips, integrating content from across Ralph Lauren’s digital channels. Users can ask clarifying questions and refine the recommendations to align with their own sense of style. Ask Ralph makes it easy to add individual elements of a look to shopping carts or purchase the head-to-toe recommendation.

“AI is transforming the way consumers get inspired, educated and purchase from fashion brands around the world,” said Shelley Bransten, Corporate Vice President of Global Industry Solutions, Microsoft. “We’re proud to bring the combination of our trusted generative AI capabilities through Azure OpenAI together with Ralph Lauren’s iconic brand to pave the way for an entirely new conversational commerce experience.”

Informed by how users initially use and engage with Ask Ralph, the tool will continue to develop, including releasing new features and increased personalized experiences, expanding to additional Ralph Lauren brands and launching across more platforms in markets around the world.

Ask Ralph is the latest milestone in Ralph Lauren’s rich history of innovation and in leading the industry in creating immersive and cinematic retail experiences that transport consumers into the World of Ralph Lauren. Twenty-five years ago, the Company was one of the first luxury brands to pioneer e-commerce, setting a new industry standard. Always pushing boundaries to surprise, delight and inspire consumers, the Company has long experimented with cutting-edge ideas that were years ahead of their time – from interactive and virtual shopping technology to holograms, 4D projections and CGI animations.

The Company also continues to invest in AI and other technologies to enhance the consumer experience, like more personalized marketing and engaging digital experiences, as well as to optimize its operations, including predictive inventory management and product demand forecasting.

Note: The headline, insights, and image of this press release may have been refined by the Fibre2Fashion staff; the rest of the content remains unchanged.

Fibre2Fashion News Desk (RM)