One of the Madison Avenue windows of Barney’s is hosting an interactive installation featuring a live Twitter stream as part of the store’s Lady Gaga Holiday Workshop.
“Constellation Gaga”, as it’s called, was conceived by integrated creative studio The Science Project. It enables shoppers to tweet their Holiday wishes.
The results appear projected on a Prysm crystal laser display panel, alongside a new Lady Gaga video, directed by Tim Richardson, posted by The Mill, with creative direction by Nicola Formichetti.
“We were asked to integrate a social component to spread the excitement of Gaga’s Workshop by adding a social-interactive element to the window,” said Jeremy Bergstein, The Science Project’s chief of strategy. “Each passerby can add their own personal message and wishes to an ever-growing, global social media stream.”
UPDATE (November 28): see the film, below…
There’s been a wealth of great stories surrounding all things fashion and digital over the past couple of weeks I’ve been away, so here’s somewhat of an edited list:
- Eva Mendes sings for Angel by Mugler (as above), behind-the-scenes footage released [KARLISMYUNKLE]
- Nicola Formichetti unveils racy new Mugler menswear video, Brothers of Arcadia [Stylecaster]
- Lady Gaga and MAC Cosmetics team up on social project that will see dress created out of biggest fans’ faces [Mashable]
- Chanel pushes new eyewear collection via Claudia Schiffer-fronted digital campaign [Luxury Daily]
- Select Models launches model scouting app [Vogue.co.uk]
- Signature9 launches list of most influential style and beauty blogs [Signature9]
- Start-up Wheretoget.it uses crowdsourcing to help shoppers find the perfect outfit [Mashable]
Anything I’ve missed, please send my way!
Some more great stories from around the web surrounding all things fashion and digital this week:
- How e-commerce is luring top editorial talent on both sides of the pond [WWD]
- Dress hire service Rent the Runway gets $15m backing from venture capital firm KPCB [Reuters]
- MAC and Lady Gaga team up for interactive Glam This Way campaign [Us]
- Shopthemag.com, Asia’s answer to Net-a-Porter? [CNN]
- KPMG report shows China’s luxury consumers get their information online [The Independent]
- Insights from Links of London’s gnome-themed multichannel treasure hunt of 2010 [Luxury Daily]
Mugler's backstage live stream
There’s a great piece in WWD today that starts with the line: “Nicola Formichetti firmly believes the future of Mugler lies in the digital world.”
Based on an interview with stylist-turned-creative-director Formichetti, it discusses how the 37-year-old brand is making waves online, achieving over 115m impressions of its March 2 live-streamed show in just a week.
“My job was to resurrect the brand, and to pump it up and bring it to the new decade,” he says. “I had this amazing history and archive but there was nothing for me to work with to make it contemporary. For me, it was taking those amazing historical ideas and transforming them digitally. I design digitally, I communicate digitally, and I live digitally, and I wanted to incorporate that into the brand.”
Of course, having Lady Gaga and her 9.2m Twitter followers on board doesn’t hurt. “Normally, you wouldn’t put pop music in a fashion show,” Formichetti adds, “but it fits with the idea of the new Mugler world — the pop and the high fashion, the real world and the digital mixed with this fantasy world.”
Read the full story, here: Mugler’s Digital World
The Business of Fashion has revealed its top 10 fashion films of the season, with Prada’s spring/summer 2011 campaign leading the charge.
Also featured is Tom Ford’s spring 2011 show; Chanel’s robots in Here Comes The Beauty Pack; Gareth Pugh’s film from Pitti Immagine created by Ruth Hogben; and Seven Henrietta Street by Kate Spade New York.
Anatomy of Change for House of Mugler Menswear takes the number six spot – featuring tattooed “zombie” Rick Genest, with a soundtrack by Lady Gaga.
And rounding off the top 10 is Vanessa Bruno’s Miracle; Spying on Kate Moss, a film from on the set of the autumn/winter 2010/11 Balmain campaign featured on NOWNESS; Miu Miu’s The Powder Room; and Net-a-Porter’s Bag Guide.
Check them all out alongside the BoF’s full write up, here.