News

Barneys New York going 'Gaga'

November 21, 2011

Barneys New York has opened its GAGA'S WORKSHOP, a take on Santa's workshop that includes a transformed retail environment, holiday windows, a Gaga interactive website and 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, toexclusive one-of-a-kind products created for the WORKSHOP by Barneys New York, the concept is taking over the entire, 5,500-square-foot fifth floor of the Madison Avenue Men's store, according to a company press release.

It's 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 the WORKSHOP featured on special holiday shopping bags and packaging.

There are eight stations in the WORKSHOP, reflecting the product categories available for sale, as well as a number of iconic references to Lady Gaga. 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.

Barneys will donate 25 percent of sales from all items featured in the WORKSHOP to the Born This Way Foundation, recently founded 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.

Barney's unveils holiday windows
Barneys has transformed its windows 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 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.

Read more about store design and layout.