Gaga's Workshop

In collaboration with Lady Gaga, known for her extraordinary creativity and global stardom, and Barney's New York, a project was launched to digitally mirror the physical transformation of an entire floor into "Gaga's Workshop," a fantastical interpretation of Santa's workshop. This initiative sought to extend the enchanting in-store experience to an online audience, blending the realms of fashion, music, and digital innovation.

The centerpiece of our digital creation was a website that encapsulated the essence of Gaga's Workshop. It featured an abstract, hypnotically animated version of Lady Gaga, serving as the gateway into a virtual funhouse. This entry set the stage for an immersive journey, inviting users to explore the workshop's wonders as if they were navigating through a carnival, curated by Lady Gaga herself.

The website was designed to be interactive and engaging, with several key features enhancing the user experience. Among these was a charming animated elevator, manned by a "little monster" attendant, a term affectionately used by Lady Gaga for her fans. This character, along with other illustrated monsters, was meticulously designed and animated to respond to scrolling actions, simulating the elevator's movement in accordance with the user's direction of scroll, adding depth and engagement to the navigation experience.

Adding an element of personalization and interactivity, the site allowed users to upload a photo and transform it into a "monster avatar." This feature enabled fans to see themselves through the whimsical lens of Gaga's Workshop, fostering a deeper connection with the campaign.

Moreover, our company partnered with Foursquare to integrate a social check-in feature. Attendees of the opening event or visitors to Barney's New York during the campaign could earn a special badge, further incentivizing participation and engagement with the workshop, both physically and digitally.

The campaign also introduced a treasure hunt element, where codes hidden across New York City on stickers and inflatables could be collected and entered on the website. These codes unlocked exclusive coupons for Lady Gaga merchandise, cleverly bridging the online experience with the physical world.

A highlight of the website was the "12 Days of Gaga," revealing a new exclusive item daily for purchase. This feature kept the audience engaged, eagerly anticipating each day's reveal, and drove merchandise sales.

This project, a harmonious fusion of art, technology, and marketing, not only translated the physical Gaga's Workshop into an accessible online format but also earned our team a Webby Award. It stands as a testament to the power of creative collaboration, the innovative use of technology, and the ability to craft engaging, immersive online experiences that resonate with audiences worldwide.