NEW YORK Even without a brick-and-mortar presence in Manhattan, Target has always found creative and unexpected ways to set up temporary residence to showcase its latest designer collaboration. Last September, the department store created four “Bullseye Bodegas” for a slew of partners—from Converse and Liz Lange to Thomas O'Brien and John Derian—but this time around, the chain focused its efforts on one collection—an Alexander McQueen-designed line of clothing.
The chilly weather on Friday night didn't stop hordes of editors, bloggers, designers, and models from making the trek to SoHo's St. John's Center for the V.I.P. preview party. Decked out with clothing racks, commissioned artwork, changing rooms, and registers, the enormous warehouse space also served as the site for a two-day public shopping event on Saturday and Sunday. To tie into the heritage of the London-born designer and his inspiration for the line, production company OBO created street-vendor-style stalls modeled after London's famed Camden Market and a stage for British rock band the Duke Spirit.
Echoing the grungy, makeshift stores of Camden Market, the production team used chain-link fences, corrugated metal panels, graffiti, and posters from the ad campaign inside the venue. Photos, video installations, and other artwork added to the bohemian atmosphere and boosted marketing taglines like “London looks, underground prices.” Even the changing rooms and the register area held decorative tie-ins to this motif—pink and black fabric from the collection served as curtains in the fitting area, while artful graffiti tagged the wall behind the checkout counters.
Aside from encouraging guests to part with cash, Target also supplied entertainment—a DJ and a crowd-pleasing performance by McQueen's muse the Duke Spirit—as well as nibbles and booze from Great Performances.