At the base of the vertical catwalk was a more conventional horizontal runway covered with the red bull’s-eye logo where regular, upright models also showed off Target’s fall fashions. While they weren’t hanging facedown off the side of the building, wearing scarves, mittens, and hats proved almost as risky in the withering heat and humidity of the afternoon show. David Stark of Avi Adler—who acted as the event’s creative director—plastered the red bulls-eye logo on props such as coffee cups, briefcases, and schoolbooks that the models carried during the fashion show.
AO Production produced the daylong promotion, which started with a morning runway performance on the Today Show, with Target vice president of events marketing and communications John Remington talking to Katie Couric about the stunt. At noon was a fashion show open to the public, and later was an evening cocktail party and another show for invited guests.
At the reception, guests mingled in an area behind the runway’s backdrop dotted with tall cocktail tables. T&L caterwaiters dressed in all-white Target uniforms passed Taste’s hors d’oeuvres until a massive rainstorm had everyone running for cover. After the rain subsided, the acrobats glided down the building again, this time for a less-sweaty crowd, who left with gift bags filled with disposable cameras, Target pajamas, garment bags with red and white Target logos, and individual handheld fans.
—Erin Parker
Photos: Courtesy of T&L Event Management (building, runway)
Related Stories
Go Ask Alice: Unusual Branding Ideas
Q&A: Target’s John Remington
Mizrahi Clothes-and Event-Have Modern Look
|
|
