For the first time ever, Barneys New York converts an entire floor of its Madison Avenue flagshipÂ in New York City into a dedicated space for this holiday initiative.
Working with the Barneys New YorkÂ team in collaboration with creative director Dennis Freedman, avaf has designed the interiorsÂ and signature artwork for GAGAâ€™S WORKSHOP, which will also be featured onÂ special holiday shopping bags and packaging.
A unique collaboration with Lady Gaga, the campaign brings together renowned creative talentsÂ including artists Eli Sudbrack and Christophe Hamaide Pierson of assume vivid astro focus (avaf)Â and Mugler Creative Director and Lady Gaga Fashion Director, Nicola Formichetti, to createLady Gagaâ€™s interpretation of the iconic Santaâ€™s Workshop.
Part of Barneys’ holiday shop, Gaga’s 5,500-square -foot display resembles Santa’s workshop, but Gaga style. Each day, a newÂ limited edition itemÂ is available for purchase, with 25 percent of sales going to the singer’s anti-bullying Born This Way Foundation.
Â There are all sorts of items available, ranging from a $95 chocolate shoe to a necklace made of crystal and jet beads that costs $1,630.
DJ White Shadow, who produced several tracks on Gaga’sÂ Born This Way,Â was on hand providing tunes for the big shindig.
“They spent a lot of time on the installations,” he said. “I didn’t understand what it was until I walked up to it. It’s Santa’s Workshop, but all Gaga stuff. But the windows are super cool. They had a video installation, they had a mockup of the motorcycle on the [Born This Way] cover that’s spinning all the time and a Gaga crystal kingdom.”
“I just was perusing the goods … and there were some books that were her favorite books, and they have a special Barneys cover. I was trying to grab small things,” he recalled. “But there’s these hulking giant candles [in the shape of Gaga’s head] that you light from the top. It’s like you light the candles in the back and then the wax drips down through the eyes of the candle. So I was pretty impressed with it. I definitely procured one.”
Gaga was on hand Monday night to cut the ribbon for the workshop’s grand opening. “Oh, it’s fun,” she said, according to theÂ New York Times.
“It’s the dream of what music and culture are all about, and those are things that can get lost when you focus too much on commercialism. This is, for me, a much more whimsical approach, a Pop Art approach.”
Â Many celebrities, including Neil Patrick Harris and Blake Lively, attended the opening night at Barneys. The workshop will be open through Jan. 2.
Moreover, next week, Lady Gaga is dropping a holiday EP.Â A Very Gaga HolidayÂ will include four songs that will also be featured on ABC’sÂ “A Very Gaga Thanksgiving,”Â airing Thursday.
What tracks made the final cut? “White Christmas” and “Orange Colored Sky,” as well as theÂ BTW tracks “You and I” and “The Edge of Glory,” the latter of which White Shadow produced. [Gaga Workshop via MTV and CBS]