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

"Our Landmark Creations blast tunnel made for an incredible night and it was exeremley well received by the players, coaches and fans. Thanks to you and your team for a first class effort. Regards."

- Glenn Mastro, Watchung Hills Warriors Touchdown Club

"This year’s event was the highest attended in some time, and the [inflatable] astronaut, front and center on our Portico, was a great visible draw from all over the area."

- Dennis Bateman, Carnegie Science Center

"I chose Landmark Creations because they had a reasonable price for a customized inflatable. The other inflatables featured on their site made me confident that they could produce exactly what I was looking for."

- Sara Chadeck, KONO 101.1 FM

"We had a very positive experience working with Landmark Creations and were very impressed with their service and how quickly we were able to receive our inflatable. The product is high quality and super easy to use, which makes a huge difference when setting up."

- Missy Keiper, Avera McKennan Foundation

"[There was] fun, excitement, and encouragement for everyone to actually walk under/through [the arch] and it worked. We have cheerleaders and small children at the finish line by the arch handing out stickers, saying ‘I did it.’ Before we had the arch, [people] would straggle in anywhere."

- Jackie Allen, March of Dimes

"Thank you so much for getting the arch to us in time for our event! The arch looked great and we couldn't of been happier with the look. Looking forward to ordering another arch from you for our 2013 events!"

- Holly Vittengl, Gladiator Assault Challenge