Tuesday, August 16, 2011

Barneys Set To Rule The Holiday Season With ‘Gaga’s Workshop’

The pop superstar is teaming up with Barneys to spread some holiday cheer this year.
Barneys’ holiday campaign will be all Gaga, all the time. In mid-November, the fifth floor of Barneys’ Madison Avenue men’s store will become Gaga’s Workshop — a fanciful shopping space replete with limited edition giftables dreamed up by Gaga and Nicola Formichetti. Like what? Oh, you know, rock candy jewelry, a Rubik’s cube, and clothes, accessories, and makeup. There will also be candles and other candy and toy items. Of course, the store’s iconic windows will indeed support the Gagarific theme.
As is Gaga’s way, 25% of sales will go to charity. Barneys creative director Dennis Freedman is spearheading the project; artist Eli Sudbrack of Assume Vivid Astro Focus created the whimsical artwork for the campaign. However, the idea came courtesy of CEO Mark Lee, drawing inspiration from Bergdorf Goodman‘s 1964 holiday campaign starring Barbra Streisand: “I was seeing Gaga everywhere and I was watching, month by month, how she was conquering every landmark of New York, from Carnegie Hall for the Rainforest Benefit to the Metropolitan Museum and the Today show at Rockefeller Center. That was in my mind — this New York girl taking over these landmarks.”
But I happen to think Lee really hit it on the nose when he told Women’s Wear Daily that “holiday is about joy, sharing, and inclusiveness, and to me, Gaga really represents all of that.” This is true! Yes, this is a collaboration that actually makes perfect sense. Pretty sure Gaga’s Workshop will exceed our expectations, but we’re already dreaming of peppermint bark and eggnog.

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