Lady Gaga Is Coming to Town with Gaga’s Workshop at Barney
by Daniel Haim
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.