American Barneys partners with Disney to create an Electrical Holiday campaign
Barneys New York (USA) the luxury specialty retailer and The Walt Disney Company, the world’s leading entertainment company are collaborating on the 2012 Holiday campaign at Barneys New York retail venues: Electric Holiday, thus on a multi-platform initiative infused with fashion and fantasy that will merge the creativity and magic of Disney with the wit and surprise of the legendary Barneys New York annual holiday campaign to create a celebration of festive modern electric lights, music and fashion
Barneys New York Madison Avenue windows will serve – beginning on November 14, 2012 – as the centrepiece of the Electric Holiday campaign with exclusive moving art short created by Disney artists and there will be a celebration of lights with innovative display technology, using Christi® MicroTiles® from Christie Digital Systems USA, Inc. All in all, “Electric Holiday will be a festive extravaganza that will delight people of all ages”, state Bob Chapek, president of Disney Consumer Products, and adds: “From the stunning visuals, to iconic Disney storytelling and unique merchandise assortment, this collaboration with the venerable Barney’s New York is a celebration worthy of the season”.
Electric Holiday is a fusion of some of the most creative minds, a collaboration comprised of the Barneys New York team under the direction of Creative Director Dennis Freedman and Disney veterans Luis Fernandez, senior vice president of global creative, Disney Consumer Products and John Quinn, Disney character art director. In moving art it will feature models inspired by Minnie Mouse and Mickey Mouse as well as other iconic Disney characters as they star in a fantasy Paris runway show (Air France will be supporting the campaign with an integrated promotion), capturing the essence of the high-fashion world along with the electrically charged colours and brilliant lights of the magical world of Disney. Minnie and Mickey will be transported into a fantasy world where they are transformed from their traditional form into dream-like fashion-forward runway models, and are to be joined on the Paris catwalk by five other models evocative of other iconic Disney personalities such as Goofy, Daisy Duck, Snow White, Princess Tiana and Cruella de Vil. Each transformed Disney model will be dressed in a one-of-a-kind exclusive look created by some of the most influential fashion designers in the world: Nicholas Ghesqujiere for Balenciaga, Oliver Rousteing for Balmain, Dolce T Gabban, Alber Elbaz for Lanvin, Peter Copping for Nina Ricci, Proenza Schouler and Rick Owens. Also true fashion insiders will ge featured within the moving art short, from designers featured in the fantasy runway show, to revered hair and make-up artists, photographers, respected journalists and editors, as well as celebrities and notable guests that typically attend the high profile shows. The result will be a unique, fantasy Paris show with all of the real-world elements of backstage, front-row and runway in illustrated form.
Barney’s is to create a range of exclusive (XO), limited-edition holiday gift items, which will be available for a limited time only at Chelsea Passage on the ninth floor in Barneys’ Madison Avenue flagship location in New York, at select Barneys New York locations nationwide and at Barneys website. The product assortment includes Disney’s highly collectible Vinylmation figures designed by Paul Smith and Diane von Fürstenberg, Mickey Mouse ears designed by Rag & Bone and L’Wren Scott and smaller items such as holiday ornaments, edible sweets, toys for children, and much more. 25 % of sales from all Electric Holiday products will be dedicated to a charity in honour of their special collaboration and original and exclusive Electric Holiday artwork will be featured on special Barneys shopping bags available all in-store and e-commerce purchases during the holiday season.