SEEN & NOTED: NEW YORK NY – Barneys New York Flagship store on Madison Avenue has unveiled a new interactive holiday window that provides fans of Lady Gaga with the opportunity to send holiday wishes via Twitter from their smartphone and see their messages displayed on screen. The window uses Prysm's laser phosphor display to promote Lady Gaga’s Holiday Workshop, an exclusive holiday promotion at Barneys which features a range of special editions items designed by Lady Gaga and stylist Nicola Formichetti. Mr. Formichetti is the designer responsible for Lady Gaga's theatrical costumes that fans have come to identify with the star. Lady Gaga’s Holiday Workshop takes up an entire floor at Barneys and includes several three dimensional sculptures along with Gaga-inspired products. Barneys will donate 25% of the total holiday sales to Lady Gaga's anti-bullying Foundation.
The tweet-powered installation was developed by The Science Project, a New York-based digital studio that creates motion content, mobile apps and interactive installations. For the Barneys window, the studio created the “Gaga Constellation" an animation that opens with a constellation-inspired title that forms Lady Gaga's name and then rotates and fades into the starfield. Then, stars and interstellar particles come together and morph into a 3D representation of Lady Gaga along with a burst of white unicorns (yes unicorns!) against a nebula-filled starscape. Barneys shoppers and passersby are then prompted to use their Twitter account to send their holiday wishes to the installation by using a custom hashtag #gagastars. Selected tweets than appear on screen moments later.
The challenge, according to The Science Project’s Creative Director Dave Skaff, was in bringing together the work of so many lauded creative forces into a cohesive experience. “Just look at the pieces on the board: Barneys, Lady Gaga, Nicola Formichetti, Tim Richardson, The Mill, New York City, Twitter, the holiday spirit - where does it end? Tweeting holiday wishes into the constellation was the only possible way to synthesize these talents into an experience that was at once meaningful and celebratory,” said Skaff.
“We’re always exploring ways to add digital to the shopping experience, and in this case we were delighted that Q4, a retail promotion company, brought to us the opportunity to work with Formichetti, Lady Gaga, and Barneys to create a solution that is simple, poignant and social,” said The Science Project’s chief of strategy Jeremy Bergstein. “Each tweet is really a little love letter to New York, to Lady Gaga, to the holidays and to the revelry and hope they represent.”
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