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RAPAPORT... Barneys New York announced the theme for its annual Christmas campaign as "Gaga's Workshop," representing collaboration between the retailer and pop-star Lady Gaga. Barneys contended that this will be the largest Christmas display to date created by the retailer.
"Lady Gaga is a rare cultural phenomenon, not only because of her exceptional talents as a singer, songwriter and performer, but also with regard to her support of equality and individuality and status as a fashion icon," said Mark Lee, the chief executive of Barneys New York.  "Partnering with her in this unprecedented collaborative way to create the largest and most all-encompassing holiday theme that Barneys has ever mounted is a thrill. As a New York City landmark, we wanted to celebrate Lady Gaga as a fellow New Yorker and amazing talent."
Barneys will bring together Eli Sudbrack and Christophe Hamaide Pierson of Assume Vivid Astro Focus (AVAF), and Mugler creative director and Lady Gaga fashion director, Nicola Formichetti, to create Lady Gaga's interpretation of a Santa's Workshop at its store. Starting in mid-November, Gaga's Workshop will come to life throughout the fifth floor of the Madison Avenue flagship Barneys, and will also be supported in the store's iconic Madison Avenue windows.
Working with the Barneys New York team, under the direction of creative director Dennis Freedman, AVAF has designed the signature artwork for Gaga's Workshop, which will also be featured on special holiday shopping bags and packaging.
Barneys New York will donate 25 percent of sales from all items featured in Gaga's Workshop to a charity of Lady Gaga's choice.
Gaga's Workshop will also come to life on a custom-created section of Barneys.com, and will be launched via "The Window," Barneys New York's luxury content site.
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