How about a little more tolerance for the approaching season of giving? A multi-faceted project opened at Barney’s New York, GAGA’S WORKSHOP. Patterned after Santa Claus’ workshop, the project includes a transformed retail environment, holiday windows, Gaga interactive website, and exclusive limited edition products under the creative direction of Nicola Formichetti, with artists Eli Sudbrack and Christophe Hamaide Pierson of assume vivid astro focus (avaf). 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.
Taking over the entire, 5500-square foot, fifth floor of the Madison Avenue Men’s store, The Workshop is 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 is 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 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.
“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.”
About The Madison Avenue Windows
The Barneys New York historical Madison Avenue windows have been transformed 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 Nicola 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.
“For my first ever window designs, it’s an honor to be collaborating with the prestigious Barneys’ brand and its creative history,” said Nicola Formichetti.
Working with renowned hairstylist and Gaga collaborator, Bob Recine, the window is a surrealist take on Lady Gaga’s own personal boudoir. Constructed entirely out of hair, the room is filled with iconic references of hair styles and fashions from past Gaga moments.
‘Gaga’s Crystal Cave’
Turning the space into a mysterious ice world, the window is made up of light installations and a mermaid sculpture reminiscent of Gaga.
The theme of this window plays with the idea of Lady Gaga physically morphing into a machine. In this case the machine being a motorcycle in the shape of Lady Gaga’s body.
Working with Q4, a NYC-based experiential digital agency, the window will feature a new collaborative film by director Tim Richardson and creative director, Nicola Formichetti. The interactive short film is sponsored by a White Label Product with post production by The Mill, screen technology by Prysm, and interactive experience design by Moving Image & Content and The Science Project.