Barneys New York Introduces Gaga's Workshop with Cold-Air Inflatable Characters
Barneys New York Goes Gaga with Inflatable Character Head, Claw & Spider
Uptown Manhattan was taken over by a herd of inflatable character balloons in November as Barneys New York launched a new holiday campaign.
In conjunction with pop diva Lady Gaga, the upscale retailer has transformed the entire fifth floor of its Madison Avenue store into a delightfully demented shopper's paradise.
Making use of three different inflatable characters, Barneys New York was able to all but monopolize the media (at least temporarily). The quirky displays outside the store and around the city certainly bolstered the curiosity levels of people on the street, causing them to stop and have a good, long look.
Cold-air inflatables were used at three street events. A "Gaga Claw" went up at Houston and Broadway while a massive "Gaga Head" inflatable character took center stage at Columbus Circle surrounded by a troupe of dancers. In addition, the "Gaga Spider" was collecting second glances on the corner of 23rd at Broadway.
With a limited selection of Gaga products to choose from, the project hopes to raise awareness and funds for the Born This Way Foundation. Barneys New York is donating 25% of all sales from the Workshop to the cause, which addresses issues such as bullying.
If ever we've had an exercise in stretching the boundaries of creativity, this would be it! Just goes to show how flexible, fun and functional cold air inflatables can be.
Featured in Landmarketing Issue 40
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Bruce High's Inflatable Sports Tunnel Brings Fans to Their Feet -
Landmarketing Issue 40 - Winter 2012 -
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What Others Say About Landmark Creations
"[The logo] helped us create a better presence, improved foot traffic, became a photo backdrop and helped us have the best-looking booth at the events,"
- Laura Repreza, KTLM Telemundo 40
"We had the inflatable hockey player out in front of the coliseum and it caused such a crowd! Thanks for the professional job you and your company did for me!"
- Scott Adams, Liquid Box Inc.
"Since they were purchased, these Sonic areas have attracted a great deal of attention when using the cup at the store or at special events in the community. [...] You have been excellent to do business with, always letting us know about any special deals and shipping the items quickly so we can start putting them to work. I appreciate your attention to our group of Sonics and for handling your business in a very professional manner, always delivering any information I need when making a decision. Here is a special thanks, with a "cherry on top."
- Mason-Harrison, Jarrard Enterprises
“We knew Landmark was the only company that would be able to understand our vision and work to make it come to life.”
- P. Donaldson, American Cancer Society
The inflatable complements our messaging since Ivar’s is a quirky restaurant that’s known for its antics.
- J. Werth, Ivar's Restaurant
"It was a big success! Customers were stopping to take their pictures with the inflatable pheasant and it helped draw in interstate traffic."
- M. Kettler, Cabela's











