NEW YORK, Nov. 22, 2011 -- Barneys New York, the luxury specialty retailer, opens GAGA'S WORKSHOP and unveils its holiday windows.
In honor of this special project, Barneys New York is proud to donate 25% of sales from all items featured in GAGA'S WORKSHOP to the Born This Way Foundation, recently founded and announced by Lady Gaga and her mother. The Born This Way Foundation will focus on youth empowerment and equality by addressing issues like self-confidence, well-being, anti-bullying, mentoring and career development and will utilize digital mobilization as one of the means to create positive change.
About GAGA'S WORKSHOP
A take on Santa's iconic workshop, the project has been realized through the eyes of renowned creative talents: Lady Gaga, Nicola Formichetti, and Eli Sudbrack and avaf, in collaboration with Barneys' creative director Dennis Freedman. In true Lady Gaga fashion, GAGA'S WORKSHOP is not a traditional holiday destination, but rather a unique and individual celebration of the universality of gift giving and charity during the holiday season.
A multi-faceted celebration, GAGA'S WORKSHOP includes: a fantastically transformed retail environment, holiday windows, a dedicated Gaga interactive website, and limited-edition, exclusive products created in collaboration with Lady Gaga under the creative direction of Nicola Formichetti with artists Eli Sudbrack and Christophe Hamaide Pierson of assume vivid astro focus (avaf).
From elaborate art installations, vivid colors and bold patterns designed by avaf, to exclusive one-of-a-kind products created specially for the Workshop by Barneys New York, GAGA'S WORKSHOP will be a holiday treat for shoppers of all ages.
Taking over the entire, 5500-square foot, fifth floor of the Madison Avenue Men's store, The Workshop is divided into elaborate structural shops, such as a jewelry shop created out of an oversized Lady Gaga-turned-spider and a boudoir in the shape of a giant wig. Working with the Barneys New York team, Eli Sudbrack and avaf have designed giant sculpture installations as well as signature artwork for GAGA'S WORKSHOP which is featured on special holiday shopping bags and packaging.
There are eight stations in GAGA'S WORKSHOP, reflecting the product categories available for sale, as well as a number of iconic references to Lady Gaga herself. Stations include: Candy Shop, Toy Shop, Closet (for apparel and accessories), Library (for books, CDs, media, and paper goods), Gallery (for collectibles and specialty items), Jewelry, Boudoir (for candles and cosmetics), and Holiday.
In addition to conceptualizing a Gaga holiday destination within Barneys New York, Eli Sudbrack and avaf have also designed a giant facade that has taken over the 60th Street entrance to the store. Designed to create the illusion of walking into the mouth of a giant monster-like Lady Gaga, this entrance is the gateway to GAGA'S WORKSHOP.
"GAGA'S WORKSHOP is the largest and most completely realized holiday project ever undertaken in the history of Barneys New York and we are beyond thrilled to present it this season," said Mark Lee, Barneys' Chief Executive Officer. "We hope to raise significant funds to benefit the Born This Way Foundation and we thank Lady Gaga, Nicola Formichetti, Eli Sudbrack and avaf, as well as all of the collaborators and vendors who have worked so hard to make this holiday initiative come to life."
About The Madison Avenue Windows
The Barneys New York historical Madison Avenue windows have been transformed into a series of Gaga-themed tableaux as part of the GAGA'S WORKSHOP experience this holiday season. Lady Gaga's vision for the Madison windows was to create individual, magical holiday environments inspired by music, art and fashion. Directed by Nicola Formichetti in collaboration with Barneys' Creative Director, Dennis Freedman, the windows have been divided into four themes: 'Gaga Constellation,' 'Gaga Machine,' 'Gaga's Boudoir,' and 'Gaga's Crystal Cave' each with their own unique iconic reference to Lady Gaga.
"For my first ever window designs, it's an honor to be collaborating with the prestigious Barneys' brand and its creative history," said Nicola Formichetti.
Working with renowned hairstylist and Gaga collaborator, Bob Recine, the window is a surrealist take on Lady Gaga's own personal boudoir. Constructed entirely out of hair, the room is filled with iconic references of hair styles and fashions from past Gaga moments.
'Gaga's Crystal Cave'
Turning the space into a mysterious ice world, the window is made up of light installations and a mermaid sculpture reminiscent of Gaga.
The theme of this window plays with the idea of Lady Gaga physically morphing into a machine. In this case the machine being a motorcycle in the shape of Lady Gaga's body.
Working with Q4, a NYC-based experiential digital agency, the window will feature a new collaborative film by director Tim Richardson and creative director, Nicola Formichetti. The interactive short film is sponsored by a White Label Product with post production by The Mill, screen technology by Prysm, and interactive experience design by Moving Image & Content and The Science Project.
Realizing the importance of the collaborative artistic process, Q4 focuses on fashion content in a variety of gaming and mobile device platforms with an emphasis on retail. In September 2011, Q4 partnered with gaming giant, CCP, to create a digital avatar of Rick Genest (aka Zombie Boy) for placement within the realm of CCP's most popular game, EVE Online, helping launch EVE Online's avatar program featuring virtual garments designed by Formichetti.
About the November 21st Activities
In celebration of the official opening of GAGA'S WORKSHOP, Barneys New York has teamed up with:
About Atom Digital
Atom Digital is the cutting-edge, full-service marketing company which spearheaded the innovative digital and experiential marketing campaigns supporting GAGA'S WORKSHOP. These initiatives included the oversight of interactive elements on the barneys.com microsite, giant inflatable street installations, and the flash choir and dance performances around the city. For more information about Atom Digital, please visit: www.atomdigital.com.
Opening at 11:00pm on November 21st, the Workshop will remain open all night through November 22nd, an unprecedented occurrence in the history of Barneys New York. As of November 22nd, GAGA'S WORKSHOP will operate during normal Barneys' store hours through January 2nd, with access to the Workshop through the 60th street entrance of the Madison Avenue flagship store in New York City.
To learn more about how to be a part of GAGA'S WORKSHOP visit www.barneys.com/GagasWorkshop and follow Barneys on twitter at #gagasworkshop.
To obtain images and video from the opening ceremony as well as the event on Monday, November 21st please visit:http://stellarhead.com/MNR/BarneysGagasworkshop
About Barneys New York
BARNEYS NEW YORK (Barneys) is a luxury specialty retailer with flagship stores in New York City, Beverly Hills, Chicago,Seattle, Boston, Dallas, San Francisco, Las Vegas, and Scottsdale. Founded as a men's retailer in 1923 in downtown Manhattanit turned into an international arbiter of high style for both women and men in the 1970s and became renowned for discovering and developing new and innovative design talent. Barneys is famous for selling the most intriguing edit from the world's top designers including women's and men's ready-to-wear, accessories, shoes, jewelry, cosmetics, fragrances, and gifts for the home. Barneys' signature sense of wit and style is manifested in its creative advertising campaigns, original holiday themes, and celebrated window displays. Barneys' innovative CO-OP, a mecca for young and emerging designers, was launched in 1985 and has since expanded into a freestanding store concept. Barneys operates more than a dozen CO-OP stores in eight states across the U.S. For more information about Barneys New York please visit www.barneys.com.
SOURCE Barneys New York