“This design aimed to bring Lady Gaga’s concert merchandise and visual system to the same high levels of artistic merit found within the scope of her ground breaking live performances, including a unique packaging system, which most concert merchandise seems to lack. By marketing the Haus of Gaga as a brand, and creating an all-new labeling system for each individual product, this system raises the usually lowbrow concert merchandise market to one that is both collectible and avant garde.”