Saturday, September 28, 2013

Barneys Announces Holiday 2013 and Collaboration With Jay Z


Announced on September 25th Barneys New York will merge creative approach with that of Shawn “Jay Z” Carter's for "A New York Holiday," in a unique collaboration benefiting the Shawn Carter Foundation. A celebration of the holiday season, "A New York Holiday" will include original interactive windows and exclusive limited edition products, which will live in an immersive gallery space on the third floor of the Barneys New York Madison Avenue flagship.  

As part of "A New York Holiday," Jay Z has collaborated with creative directors from some of the most inspired fashion houses in the world to create a collection of limited edition products, including designs from Balenciaga, Balmain, Lanvin, The Elder Statesman, En Noir, Hoorsenbuhs, Just Don, Proenza Schouler, Rick Owens, Stutterheim, Acne Studios, and Cutler & Gross. Each distinctive item draws inspiration from New York City and is realized in color palettes of black, white, gold, and silver. Debuts of additional limited edition product by Jay Z will also be made available at Barneys New York, including Shawn Carter by Hublot timepieces and a specially designed humidor by Comador. 

The limited edition collection will be available exclusively at Barneys New York beginning November 20th in a first of its kind immersive gallery space on the third floor of the Madison Avenue store. A significant portion of the third floor has been completely transformed into the BNY SCC Gallery, which was conceived as a creative collaboration between Shawn Carter, visual artist Joanie Lemercier, and Barneys New York Creative Director Dennis Freedman.  The collection will also be available on Barneys.com and in Barneys New York flagship stores in Beverly Hills, Boston, Chicago, and San Francisco. 

November 20th will also mark the unveiling of "A New York Holiday" in the retailer's iconic Madison Avenue windows, in which Joanie Lemercier and Barneys New York will use innovative technology from a global leader in visual solutions Christie, Inc to uniquely incorporate video mapping, LED light design and projection into the interactive display.

In the spirit of the holiday season, Barneys New York will donate 25% of sales from "A New York Holiday" items to the Shawn Carter Foundation. Celebrating its 10-year anniversary, the Shawn Carter Foundation is a New York-based charity, which awards post-secondary scholarships to students facing socio-economic hardships. In conjunction with the opening of the windows and the BNY SCC Gallery a high profile fundraising launch event to benefit the Shawn Carter Foundation will celebrate the exclusive collaboration.

Original and exclusive artwork designed by New York City based design firm Sagmeister & Walsh, which juxtaposes the initials BNY [Barneys New York], SCC [Shawn Corey Carter], and NYC [New York City], will be the key visual identifier of the holiday season, appearing throughout the campaign on Barneys New York shopping bags in all flagship locations across the country.

An omni-channel initiative, "A New York Holiday" will be highlighted on the cover page and inside of the black, white, gold and silver-themed Barneys New York Holiday 2013 mailer, inside all flagship stores and in window displays, on Barneys New York's editorial site "The Window," and on Barneys.com. The hash-tag #BNYSCC will be used across all social platforms throughout the campaign.


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