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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What Others Say About Landmark Creations

"We received our inflatable and gave it a test run Saturday afternoon. To be short; Excellent Work. Thanks again for all your efforts."

- Curtis Gadula, Brock University

"[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

"The Adventure Colon is so rewarding for our organization. Everyone that walks through it is just in awe and learn so much when we guide them through it."

- Oneyda Cuevas, Hope Through Grace, 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

"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

“[The inflatable arch] created a wonderful backdrop to brand our events, capture our sponsors in the photos used by the participants, and made it easy to travel down the coast of California without taking up too much space on our trucks.”

- Amy Daugherty, California Coast Classic