Barneys NY Announces Opening of GAGA's WORKSHOP FOR THE HOLIDAYS
Barneys New York, the luxury specialty retailer, announced today the beginning of the '12 Days of Gaga,' the official countdown to GAGA'S WORKSHOP which will open to the public at 11:59pm on November 21st at the retailer's Madison Avenue flagship location and on barneys.com.
About GAGA'S WORKSHOP
A multi-faceted celebration, GAGA'S WORKSHOP will include: 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).
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.
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.
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 will be 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 will be 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 will take 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 will be the gateway to GAGA'S WORKSHOP.
The Madison Avenue windows, which will be unveiled at the opening of the Workshop, have been transformed into a Gaga themed tableaux; drawing holiday inspiration from music, fashion, astrology and the elements. "For my first ever window designs, it's an honor to be collaborating with the prestigious Barneys' brand and creative history," said Nicola Formichetti.
"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."
Opening at 11:59pm 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 enter a chance to win a Golden Ticket to the November 21st opening.
About the '12 Days Of Gaga'
The '12 Days of Gaga' is the official digital countdown beginning with the launch of the barneys.com dedicated GAGA'S WORKSHOP micro-site. A digital funhouse, www.barneys.com/GagasWorkshop will be the landing page for all elements related to GAGA'S WORKSHOP. The site will showcase and allow Barneys' customers to explore the holiday initiative providing information about: the Workshop at the Barneys New York Madison Avenue store with FourSquare check in details, access to the full collection of Lady Gaga-inspired products, information about how to join the conversation including real time Facebook and Twitter streams, as well as other experiential elements.
During each of the 12 days leading up to the November 21st opening, one exclusive, limited-edition product will be released on the micro-site and available for pre-sale on that day only. These products will then be available for as long as supplies last, as part of the full collection in GAGA' S WORKSHOP at the Madison Avenue location and online once the Workshop officially opens to the public.
As the center of the Workshop's digital universe, The Gaga Machine, found on the micro-site, will allow customers to unlock special messages and offers that add to the experience. Clues in the form of mysterious alpha-numeric codes and QR codes will be strategically placed and released through a variety of digital and outdoor, experiential channels for people to find throughout New York City and online. Once a code is located, users can then enter them into The Gaga Machine to gain access to inside information pertaining to the Workshop.
With social media being a strong influence for Lady Gaga and her fans, communication via Facebook and Twitter is instrumental to this campaign. A dedicated and co-branded Facebook tab and a unique Twitter hashtag (#gagasworkshop) will promote and tease all elements within the Workshop as well as the 12 days leading up to the opening. Exclusive product offerings and a sweepstakes to win Golden Tickets to attend the opening of GAGA'S WORKSHOP at the Madison Avenue store have been created for the fan community within these social platforms.
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 Manhattan it 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.