Barneys is known for carrying merchandise that is more avant-garde and bold. Not to mention their reputation for carrying only the highest of quality merchandise. So I felt that it was appropriate to create a holiday campaign that capitalized on both of these distinctive qualities. I did not want to create a traditional holiday campaign full of red and green and Christmas trees. Instead I chose to create a more elegant, yet quirky campaign that will appeal to the bold Barneys customer. I recently visited Barneys and as I was walking around I saw little gold squirrels throughout the store. They caught my attention, but I was not sure of their purpose. So I was inspired to create a Barneys holiday campaign that ties together the idea of the little gold squirrels.
Stock up on Luxury My tagline is “Stock up on luxury�, which is a nod to both the high quality and boldness of Barneys. I chose this tagline because it is a humorous nod to the fact that squirrels stock up on food for the winter, but instead my little gold squirrels will be stocking up on luxury, and hopefully so will the customer. The font is cursive to correlate with the luxury of Barneys.
My logo that will be used throughout the whole campaign is a gold squirrel holding a diamond. This signifies that the squirrel is the central theme of the holiday campaign. Making the squirrel gold and having it hold a diamond gives a message that luxury is a clear focus.
My two POP items will be an ornament and a phone case. Barney’s POP items tend to be of a higher price point than most stores because they carry more expensive merchandise than most stores. So the ornament will be the campaign logo of a gold squirrel holding a diamond. The “diamond” will be a Swarovski crystal. The other POP item, the phone case, will be black with gold beading. I decided to not put a squirrel on the phone case because a lot of customers most likely do not want a squirrel phone case, so I decided to make it luxurious with the beading instead.
My bust form to be used in the jewelry/accessories department is a gold bust form with a squirrel head. I chose to do this in order to keep the squirrel theme going throughout the entire store. I chose to make the bust form gold to also keep in theme. I want the bust form to be simple since it will be used to display jewelry/accessories. I want the bust form to match the theme without taking away attention from the merchandise.
My fixture for displaying theme gift items is a large gold tree. I chose this style of fixture because it makes sense with the theme since squirrels live in trees, and it is also a bold and unexpected choice for a fixture. I chose to make the tree fixture large so that it will stand out even more in order to attract customers’ attention.
My mechanical window is gold squirrels that are mechanical will be passing diamonds in an assembly line to store them in their tree for winter. I want the window to be very gold and luxurious, so the squirrels, the tree, and the tree stumps will be gold. The diamonds will be oversized Swarovski crystals. The tagline and snowflakes will be made out of Swarovski crystals and will be on the back wall. The wall and floor color will be a creamy white because normal white would be too harsh and too much contrast. The proscenium will be a gold tree branch proscenium, which ties in with the theme. This window ties the whole theme together with the “Stock up on luxury� tagline.