Target Fills Liberty of London Pop-Up With 12,000 Flowers

March 11, 2010

Using a medium it seems to have down pat, Target's latest promotional effort comes in the form of a pop-up. This time around the Minneapolis-based retailer is using an empty space opposite Bryant Park to preview its new Liberty of London line. To highlight the 300-item collection—Target's first collaboration that spans fashion and accessories as well as home and garden products—event producer David Stark drew directly from the whimsical ad campaign photographed by Tim Walker and, with an oversize tea cup and a veritable garden of flowers, the result looks a little like a scene out of Alice in Wonderland.

Key to the collection and its campaign is the fanciful floral motif bedecking summer dresses, ceramic bowls, baby clothes, and comforter sets, and it was those prints that prompted Stark to fill the 5,000-square-foot site on Sixth Avenue with some 12,000 flowers, forming a lush, fragrant indoor garden. Tulips and hyacinths lined the tops of shelves, hydrangeas surrounded mannequins in vignettes, daffodils stood in mugs and planters, and hedges marked the cash register. Larger-than-life props—a tea cup, umbrella, and a shirt—provided playful surfaces for the projection of more flowery patterns, and enlarged prints from the collection decorated the scrims hanging overhead.

Just a few days ahead of Liberty of London for Target's debut in stores on Sunday, March 14, the shop opened on Wednesday morning and runs through Saturday.

Target's flower-laden pop-up for Liberty of London

Target's flower-laden pop-up for Liberty of London

Photo: Jessica Torossian for BizBash

For the four-day preview, Target took over an empty retail space at the corner of 42nd Street and Sixth Avenue.

For the four-day preview, Target took over an empty retail space at the corner of 42nd Street and Sixth Avenue.

Photo: Jessica Torossian for BizBash

Target staffers handed out flowers to shoppers waiting outside the store on Wednesday. Security kept the crowds under control by admitting only a handful of customers at a time.

Target staffers handed out flowers to shoppers waiting outside the store on Wednesday. Security kept the crowds under control by admitting only a handful of customers at a time.

Photo: Jessica Torossian for BizBash

To complement the line's pretty floral patterns, David Stark filled the temporary store with 12,000 live flowers, colorful projections on oversize props, and images from the ad campaign.

To complement the line's pretty floral patterns, David Stark filled the temporary store with 12,000 live flowers, colorful projections on oversize props, and images from the ad campaign.

Photo: Jessica Torossian for BizBash

The assortment of products from Liberty of London marks the first Target collection to span apparel, accessories, housewares, and garden products. The line even includes a bicycle.

The assortment of products from Liberty of London marks the first Target collection to span apparel, accessories, housewares, and garden products. The line even includes a bicycle.

Photo: Jessica Torossian for BizBash

Moving projections of flowers shone on large white props, including an oversize shirt.

Moving projections of flowers shone on large white props, including an oversize shirt.

Photo: Jessica Torossian for BizBash

Stark added movement to the static displays by using fishing line to position items like umbrellas, hats, and scarves.

Stark added movement to the static displays by using fishing line to position items like umbrellas, hats, and scarves.

Photo: Jessica Torossian for BizBash

Props arranged in whimsical ways recall advertising images.

Props arranged in whimsical ways recall advertising images.

Photo: Jessica Torossian for BizBash

In a nod to spring's wet weather, umbrellas feature prominently in the decor, including one display that simulates rain with strands of reflective pieces.

In a nod to spring's wet weather, umbrellas feature prominently in the decor, including one display that simulates rain with strands of reflective pieces.

Photo: Jessica Torossian for BizBash

Stark covered almost every surface with flowers, placing mannequins atop a sea of hydrangeas and planting daffodils in mugs.

Stark covered almost every surface with flowers, placing mannequins atop a sea of hydrangeas and planting daffodils in mugs.

Photo: Jessica Torossian for BizBash

Leafy foliage and a hedge wall marked the cash register area.

Leafy foliage and a hedge wall marked the cash register area.

Photo: Jessica Torossian for BizBash

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