Barneys New York, the luxury specialty retailer, announced today their Holiday 2011 campaign: GAGA’S WORKSHOP.
A unique collaboration with Lady Gaga, the campaign brings together renowned creative talents including artists, Eli Sudbrack and Christophe Hamaide Pierson of Assume Vivid Astro Focus (AVAF), and Mugler Creative Director and Lady Gaga Fashion Director, Nicola Formichetti, to create Lady Gaga’s interpretation of the iconic Santa’s Workshop.
Barneys New York will donate 25% of sales from all items featured in GAGA’S WORKSHOP to a charity of Lady Gaga’s choice in honor of this special program and in the spirit of the holiday season.
For the first time ever, Barneys New York will convert an entire floor of its Madison Avenue flagship in New York City into a dedicated space for the holiday initiative. Starting in mid-November, GAGA’S WORKSHOP will be brought to life throughout the fifth floor of the Men’s Store at the Madison Avenue flagship, and will also be supported in the store’s iconic Madison Avenue windows.
Working with the Barneys New York team under the direction of creative director Dennis Freedman, AVAF has designed the signature artwork for GAGA’S WORKSHOP, which will also be featured on special holiday shopping bags and packaging. Known for their visually spectacular and multimedia installations, AVAF’s work will be seen throughout GAGA’S WORKSHOP in the Madison Avenue flagship store, in the Madison Avenue windows, as well as through the various materials and products created in conjunction with this project.
Barneys New York has worked closely with Lady Gaga under the creative direction of Nicola Formichetti to design a range of exclusive, limited-edition, small gift items, which will be available for a limited time only at GAGA’S WORKSHOP. In addition to GAGA’S WORKSHOP in New York, a selection of items from the collection will also be available at Barneys New York locations nationwide and online at Barneys.com.
“Lady Gaga is a rare cultural phenomenon, not only because of her exceptional talents as a singer, songwriter and performer, but also with regard to her support of equality and individuality and status as a fashion icon,” said Mark Lee, Barneys New York CEO. “Partnering with her in this unprecedented collaborative way to create the largest and most all-encompassing holiday theme that Barneys has ever mounted is a thrill. As a New York City landmark, we wanted to celebrate Lady Gaga as a fellow New Yorker and amazing talent.”
GAGA’S WORKSHOP will live digitally on a custom-created section of Barneys.com, and will be launched via The Window, Barneys New York’s luxury content site.