Barneys New York Teams Up with Walt Disney for an Electric Holiday
Barneys New York and the Walt Disney Company launched the project of Events 2012 Holiday Electric in Barneys flagship store on Madison Avenue in New York.
"Disney is proud to be part of the magic of the celebrations of New York this year, "said Robert A. Iger , Chairman and CEO of Walt Disney Company. "Along with Barneys, we create a unique experience that combines the great Disney characters and stories with high fashion for a spectacular celebration of the holiday season."
As part of the Electric Holiday , 25% of sales from the collection of limited edition products Electric Holiday , which are sold in selected Barneys stores and through the website Barneys.com will be donated to the American Red Cross. This is in addition to the $ 2 million that the Walt Disney Company has pledged to help relief efforts, including $ 1 million to the Red Cross for immediate aid and $ 1 million for additional help in reconstruction efforts in affected communities by Hurricane Sandy. Additionally, Disney / ABC Television Group organized a "Day of Giving" national November 6, 2012, fully integrating messaging community support in various settings and grossing more than $ 18 million to the American Red Cross.
THE ELECTRIC HOLIDAY SHOP WINDOWS PROGRAM
The program Electric Holiday and showcases flagship store on Madison Avenue were opened, featuring ' Electric Holiday ' , a lively art video starring Minnie on an adventure of fun and fabulous fashion in Paris , along with a series of notable fashion personalities and Disney characters.
"Disney is a magical brand and Barneys New York is an amazing brand. We think we can capture both the magic as the surprise with this project for the holidays," said Mark Lee , CEO of Barneys New York. "It was a dream to work with Disney and we're grateful for Barneys they have found intriguing mix the characters of our different worlds in this way."
Capturing the essence of a highly stylized fashion world along with the electrifying colors and bright lights of the magical world of Disney, the video starts with Minnie dreaming of the glamor of Paris . In her dream, she is quickly transported to the City of Light, where he comes face to face with revered personalities of fashion and participates in a parade with Mickey, Daisy and others in fabulous clothes of famous fashion designers. The story has a happy ending when Minnie and Mickey wakes presents the same as the couture gown she had worn in his dream on the catwalk.
The animated video art was meant to be a fun interpretation of the world of high fashion, and will be displayed for a period of six weeks in the windows of the store's Madison Avenue as well as the anchor stores at Barneys across the country. To help give life to the show, the Oscar ®-winning composer Michael Giacchino has created an original soundtrack. The video is being shown exclusively at the addresses barneys.com, Disney.com and AOL.com.
The fashion personalities who appear in animated video art include:
- Photographer: Steven Meisel , Mario Sorrenti and Juergen Teller
- Personalities of the First Row: Sarah Jessica Parker , Daphne Guinness, Lady Gaga, Naomi Campbell , Linda Evangelista and Bryan Boy
- Backstage: Guido Palau , Pat McGrath , Julien d'Ys, Alber Elbaz , Nicolas Ghesquière and Ed Filipowski
- Editors: Glenda Bailey , Bridget Foley , Emmanuelle Alt , Suzy Menkes , Franca Sozzani , Carine Roitfeld, Cathy Horyn and Anna Dello Russo
Each Disney character is dressed in a unique and exclusive created by some of the most influential fashion designers from around the world, including:
- Mickey: Balenciaga by Nicolas Ghesquière
- Goofy: Olivier Rousteing for Balmain
- Daisy: Dolce & Gabbana
- Minnie: Lanvin by Alber Elbaz
- Snow White : Nina Ricci by Peter Copping
- Princess Tiana : Proenza Schouler
- Cruella De Vil: Rick Owens
Using innovative technology and hardware, the windows of the store's Madison Avenue features unique display technology using Christie ® MicroTiles ® Christie Digital Systems USA , Inc., in which the video is displayed. The technology works with the integrated production system from D3 Technologies that feeds the center of the show, using five 4U servers that generate 20 simultaneous streams of HD video. One of the companies from OSRAM, the Traxon, manufacturer of dynamic lighting and controls, provided nearly 500 square feet of mesh and wire LED and intelligent controls that add a video layer to the visual showcase.
THE PRODUCTS OF ELECTRIC HOLIDAY PROGRAM
Barneys New York and Disney have worked to create a variety of unique items (XO Exclusively ours), limited edition gift during the holidays, which will be available for a limited time only at Chelsea Passage on the ninth floor of the store anchor of Barneys on Madison Avenue in New York , the company's flagship store in Beverly Hills and address Barneys.com.
In honor of this special project, 25% of the retail price of all items in the collection Electric Holiday , sold exclusively in selected stores of Barneys New York and the Barneys.com until January 3, 2013, will be donated to relief efforts American Red Cross.
The range of products includes highly collectible Disney Vinylmation figures, created by Paul Smith and Diane Von Furstenberg , ears of Mickey created by Rag & Bone and L'Wren Scott, and smaller items such as festive decorations, edible sweets, toys for children and more.
Besides the variety of products Electric Holiday , there will also be a selection of curated curios that will be available at the Madison Avenue flagship store, including a wrist watch old Mickey, an autographed biography of Walt Disney and former Disney special toys.
The HUNT THE MYSTERY GIFT CARD HOLIDAY ELECTRIC
To celebrate this special event, Barneys New York held a treasure hunt gift cards throughout the City of New York on November 14. A "Harbinger of Mickey" was located in various places throughout Manhattan , and only following the clues on Twitter (@ BarneysNY) and Instagram (BarneysNYofficial) participants could find it. When participants found the messenger of Disney-identifiable by their Mickey ears-they just gave him a secret password to receive a mystery gift card with any value between $ 25and $ 500 . One lucky grand prize winner received tickets to the opening event of the showcase.