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Target Launches Toms Collection With Rustic Holiday Market

The retailer introduced its latest partnership with an event that used design and production elements to highlight the footwear brand's spirit of giving.

By Alesandra Dubin November 24, 2014, 7:00 AM EST

Photo: David Crotty/PatrickMcMullan.com

In time for the holidays, Target has partnered with the philanthropic brand Toms on a limited-edition collection of home goods, apparel, accessories, and shoes. The items will be sold in Target stores in a way that supports Toms's “One for One” giving model, where each item purchased translates to a donation made to folks in need.

For the collection's November 12 launch party, hosted by Target and Toms founder Blake Mycoskie at the Book Bindery in Los Angeles, all the design and production details were inspired by that philosophy of giving. Target worked with Deutsch L.A. and Rock & Rain to execute the creative design and production.

The hallway featured a poem displayed on the walls that guests could read as they entered the marketplace. Inside, the inspiration for each of the shops—men’s, women’s, and home—was the shape of a home, and the idea that a home is a place filled with love.

The floor plan of the marketplace was designed to reflect a neighborhood street, with a wide center aisle and street signs for each shop, which were rendered as exposed wooden frames. In the kids’ shops, two 16-foot-tall teepees captured the spirit of fun and adventure.

The event also included a family-friendly D.I.Y. station with large picnic tables and decorating supplies. Guests could create wrapping paper and ornaments with an on-brand theme.

Lounge areas throughout the space had a warm and earthy feel, including dream catchers and raw wood framing. Local artists created elements including a life-size knit-bombed reindeer, large macramé panels, and hand-painted details throughout the space. Music came from DJ Hapa and a live performance by American folk-rock band Dawes.

The event had a goal of zero waste and 100 percent reuseable items, and all construction was done with sustainable materials.

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