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NEW YORK To build buzz for its latest product collaboration with charity organization Feed Projects, the Minneapolis-based retailer invited Manhattan’s fashion-forward set to cross the river for a rustic-Americana-themed dinner party underneath the Brooklyn Bridge. “We wanted to host a large-scale community gathering in Brooklyn to celebrate and build awareness for the launch,” said Target spokesperson Jessica Carlson. “There is something special about this collection that spoke to the spirit of Brooklyn—community, locality, service, and food.”
For the June 19 event, longtime event production partner ExtraExtra created a setting that brought the aesthetic of the 50-piece apparel and home accessory line to life. “From farm tables and local food, to a performance by Phillip Phillips, the evening and its design reflected the modern Americana spirit of the collection,” Carlson said. Indeed, as guests arrived at the Tobacco Warehouse, a 25,000-square-foot open-air venue located on the waterfront in Brooklyn Bridge Park, they were met with a host of handcrafted touches, including lounge furniture made from wood pallets, chalkboard signage, and wooden barrels doubling as highboys.
Co-hosted by Glee star Lea Michele and Feed founder Lauren Bush Lauren, the 500-person affair drew a crowd of celebrity names such as model Karlie Kloss, Nate Berkus, and Cynthia Rowley, as well as partners from local food banks, community leaders, and media who “support the cause and can help us spread the word,” Carlson said.
Before dinner, guests—who were asked to wear red—got a chance to shop the limited-time-only Feed U.S.A. for Target collection, the proceeds from which benefited Feeding America, the country’s leading domestic hunger-relief charity. Much like all launch events hosted by the retail giant, the goal of the night was not only to create a stylish, unexpected atmosphere, but also to take advantage of social media. “The event was a way for guests to … spread the word about how each purchase will help make an impact on hunger in America,” Carlson said. Later, while guests enjoyed a locally sourced, family-style dinner from caterer Great Performances, a video wall displayed an animated, live social media tracker that showed just how quickly the conversation spread across the country from Brooklyn Bridge Park. “During the event, the tracker noted more than 16 million guests were reached throughout the two-hour dinner with the hashtag #FeedUSA,” Carlson said.
The Feed U.S.A. for Target products will be available June 30 at Target stores nationwide. “Through product sales, we hope to provide 10 million meals to Americans in need, which would make it the largest U.S. initiative in Feed’s history,” said Bush Lauren in a press release.