Prysm Transforms Barneys Into #GagasWorkshop

Gail Chiasson, North American Editor

Laser Phosphor Display technology from Prysm Inc., digital display innovator located in San Jose, California, was recently selected to help transform the windows at luxury specialty retailer Barneys New York Madison Avenue flagship store into ‘Gaga’s Workshop’, a unique take on Santa’s iconic holiday workshop.

“Barneys New York and Lady Gaga signify high end, cutting edge creativity and design,”
says Dana Corey, Prysm’s vice-president of global sales and service. “Being selected to participate in this year’s holiday design as the project’s sole digital installation is a true demonstration of the quality and possibilities Prysm’s LPD technology offers.”

Among the holiday window displays inspired by Lady Gaga and designed in collaboration with Nicola Formichetti, founding partner of Q4 and creative director of Gaga’s Workshop, Prysm’s curved 11.67-feet by 6.25-feet video-wall is the sole digital installation of Gaga’s Workshop. Titled ‘Gaga Constellation’ and located in a street-level window next to the store’s front door, Prysm’s LPD wall provides a display platform that engages and interacts with Barneys’ shoppers and passers-by. Selected for Prysm’s seamless, vibrant, captivating display imagery, the LPD video-wall illuminates and brings the ‘Gaga Constellation’ window to life.

With social media being an important communication tool for Lady Gaga and her fans, incorporating live messages via Twitter is an instrumental part of this campaign that Prysm’s LPD video-wall makes possible. Inspired by the theme ‘message in a bottle’ Gaga fans, Barneys’ customers and passers-by are invited to spread holiday cheer and send live Twitter messages that are displayed on Prysm’s video-wall to transform the ‘Gaga Constellation’ window into an interactive experience. Prysm’s video-wall also showcases a 90-second film directed by Tim Richardson featuring Lady Gaga morphing into and out of various star formations.

“Prysm’s seamless, vibrant video-display allowed the team to create a powerful, captivating, interactive environment that people passing by will be unable to turn away from,” says Formichetti. “And because Gaga is so connected to her ‘Little Monsters’, the digital display had to both bring Gaga to life while also interact with her ’street audience’- a difficult task Prysm’s display does flawlessly.”

Built on solid-state lasers that deliver brilliant image quality and the fastest video content, Prysm’s displays provide striking video viewable from 178-degrees. Running off of a standard 110V outlet and using up to 75% less power than traditional backlit or projection technology-based products, Prysm’s displays create high impact brand experiences without the need for special power or cooling infrastructure. The new display platform based on Laser Phosphor Display technology was invented and is owned entirely by Prysm.

Q4 is a New York-based agency that creates direct-to-consumer digital products and experiences through per-project/product collaborations between various industries with a focus on fashion, gaming, mobile devices, and retail.

Gaga’s Workshop is on display at Barneys New York through January 2.

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