The Mission:
Barneys NY holiday displays are always a big affair, but when the Madison Ave store collaborated with Jay Z for Holiday 2013/14, Barneys knew it needed to create a truly unforgettable experience.
TDT worked with Barneys and renowned French visual artist Joanie Lemercier to create a stunning window display on the store exterior, plus an immersive projection mapping experience inside that created a store within a store environment. TDT also planned and executed the PR and communications strategy around the event, to ensure it had reach well beyond New York.
The Solution:
Communications Strategy
Artist and Visa Management
Contract Management
Press Relations
Our communications strategy covered all aspects of the creative collaboration, handling contract, artist, and visa management.
Details
Working closely with French digital artist J. Lemercier, head curator for the project, we brought over 8 international digital artists for a big budget stunning installation and immersive visual landscape.
We secured complicated artists' visas on tight deadlines, making sure international borders wouldn't hamper creativity.
Our PR outreach to international press sparked significant attention from the French press, with print coverage and a live TV interview.
1M+
Views on Facebook
30k
Engagement
MAKING OF: A NEW YORK HOLIDAY WINDOWS AT BARNEYS NEW YORK
AUDIOVISUAL INSTALLATION
MIRRORS, LEDS, SOUND.
“Atom” is the third chapter of the Light Fragment triptych, a series of installations directed by Joanie Lemercier, and exhibited at Barneys New York on Madison avenue, during the holiday season.
A collaboration with Shawn “Jay Z” Carter, commissioned by Barneys New York
Art Director: Joanie Lemercier
Artist: Boris Edelstein
Sound designer: Thomas Vaquié
Designer: Melody Sirman
Producer: Juliette Bibasse
More: http://joanielemercier.com/the-making-of-atoms/
FLOATING CITY WINDOW DISPLAY FOR JAY-Z AT BARNEYS NEW YORK
Floating City is a large scale animated paper architecture commissioned by Barneys New York for their iconic holiday windows. Via a large gold structure built out onto the Madison Avenue sidewalk the public enters a darkened theatre in which they find a floating, shimmering version of New York City. The suspended paper model inside the window repeatetly transforms through 3D mapping and light projections during a looping three-minute experience.
Artist:
Davy McGuire
Art Direction:
Joanie Lemercier
Music:
Thomas Vaquié
Producer
Juliette Bibasse
Paper Assembly:
Davy McGuire, Juliette Bibasse, Rozenn Le Gloahec, Will Power and Carrie Mae Rose.
Projections and Model Design:
Davy McGuire, Joanie Lemercier
Floating City was created in conjunction with Dennis Friedman and Jay-Z for Barneys New York.
davyandkristinmcguire.com
twitter.com/the_mcguires