“From November 29, 2011 to January 2, 2012, send your wishes into the constellation.
Tweet your wishes to #gagastars !
Q4 presents “Gaga Constellation” an interactive installation by Nicola Formichetti on view at Barneys Madison Avenue now through January 2, 2012. As part of Lady Gaga’s Holiday Workshop, the installation marries a film created by Tim Richardson, A White Label Product and The Mill with main titles created by The Science Project and an interactive experience created in collaboration with The Science Project and Moving Image & Content — all of which appears on a spectacular video wall by Prysm.”
The Science Project Designs Interactive Experience for Nicola Formichetti’s “Gaga Constellation”
Gaga Constellation a film by Tim Richardson with creative direction by Nicola Formichetti
Want to see your holiday wish grace a window at Barneys Madison Avenue? Then just tweet it into “Gaga Constellation,” the vaunted retailer’s interactive window display that recently launched as a part of Lady Gaga’s Holiday Workshop.
Q4 and Nicola Formichetti selected New York digital agency The Science Project to develop the tweet-powered installation, “Gaga Constellation.” The experience opens with a custom constellation-inspired typeface set into a magnificently rendered CG film. In the film Lady Gaga forms from stars and interstellar particles before morphing into a burst of white unicorns against a nebula-filled starscape.
Barneys shoppers and passersby are then asked to tweet their holiday wishes into the installation by using the #gagastars hashtag. Selected tweets appear moments later – first on Twitter and then on the installation’s 12-foot x 6.5-foot laser phosphor display, provided by Prysm.
In addition to designing the film title’s custom typeface, The Science Project designed and developed a suite of custom applications that drive the in-window Twitter interface and launched the final assembly of the installation.
The challenge, according to The Science Project’s creative director Dave Skaff, was in bringing together the work of so many lauded creative forces into a cohesive experience. “Just look at the pieces on the board: Barneys, Lady Gaga, Nicola Formichetti, Tim Richardson, The Mill, New York City, Twitter, the holiday spirit – where does it end? Tweeting holiday wishes into the constellation was the only possible way to synthesize these talents into an experience that was at once meaningful and celebratory,” said Skaff.
Formichetti praised the team, “It’s incredible what The Science Project has done with Barneys’ Window No. 2 and I am thrilled for Q4 to be working with such an incredible design and build team.”
“We’re always exploring ways to add digital to the shopping experience, and in this case we were delighted that Q4 brought to us the opportunity to work with Formichetti, Lady Gaga and Barneys to create a solution that is simple, poignant and social,” said The Science Project’s chief of strategy Jeremy Bergstein. “Each tweet is a little love letter – to New York, to Lady Gaga, to the holidays and to the revelry and hope they represent.”