Title: Vice President of Events Marketing and Communications
What He Plans: Remington promotes the Target name at events with a big dose of old-fashioned self-promotion mixed with a lot of creativity. Target events are known for their smart and innovative branding, chiefly with their use of the ubiquitous bull’s-eye logo—hanging from mobiles in a Fashion Week media lounge, in the floral decor, on the gift bag, even as a bull’s-eye-shaped
catwalk for a fashion show. And if it’s not the logo, it’s the color: Target’s trademark red also appears at many events in the lights, furniture, and even food. This year Target also sponsored the New York Is Book Country reading festival and the Open House New York weekend of tours of architectural landmarks, and participated in the Design Industries Foundation Fighting AIDS annual Dining by Design event and the Elizabeth Glaser Pediatric AIDS Foundation’s annual Kids for Kids carnival at Industria Superstudios.
Where He Lives: Minneapolis
Target Party for Michael Graves, 04.27.04
Designer Michael Graves helped Target take its image from simple and cheap to simply chic. To celebrate the fifth year of the retailer’s collaboration with the designer, Target hosted a party at the Chelsea Art Museum that was heavy on both products and promotion.
Blue couches and cube-shaped ottomans were paired with stainless steel tables, most of which were decorated with board games, encouraging guests to test their skills at backgammon, chess, and checkers. Bar stools had cushions branded with the bull’s-eye logo; a few taller steel tables were decked out with patches of wheatgrass dotted with big white gerbera daisies. One focal point in a room full of cool stuff was a rotating motorized chandelier created from 500 Target-branded martini glasses.
Caterer Canard used Graves’ products to prepare the hors d’oeuvres it served. A panini bar featured savory sandwiches grilled on-site with Graves’ sleek stainless steel version of a George Foreman grill. Waffles, which served as a base for both warm blueberry compote and smoked salmon, were made with a
Graves waffle iron.
Target's Bullseye Inn Opening Party, 05.27.04
Target touched down in the Hamptons last summer with a cheeky temporary store, the Bullseye Inn. The store, a ye-olde-style inn packed with garden- and summer-themed merchandise, resided in the very permanent Bull’s Head Inn in Bridgehampton for one month.
At the opening event, guests circulated between the store and an adjacent tent; both had its own amusements. In the store, a bikini-clad model read on a hammock while another tried to sleep, princess-and-the-pea style, on a stack of mattresses. Upstairs, a male model sat in a bathtub full of Ping-Pong balls listening to his iPod. Outside, Lux Lighting washed the Bull’s Head Inn’s exterior with red and white gobo lights. “We were very inspired by the store space, which was this colonial Williamsburg-meets-Target surreal mix,” said Avi Adler partner David Stark, who designed the event.
Caterer Creative Edge Parties offered a high-low mix: a raw bar and gazpacho bar on one hand, and summer comfort food—mini burgers, lobster rolls, and warm cookies—on the other.
Isaac Mizrahi Fall 2004 Fashion Show, 06.14.04
Target made a big splash in the fashion world when it sponsored Isaac Mizrahi’s first fashion show in six years at Cipriani 42nd Street. Blending his custom-made designs for Bergdorf Goodman with his inexpensive line for Target, the event, produced by Kevin Krier & Associates, showcased 48 outfits.
The catwalk and its seating stole most of the space. Simple, long white drapes suspended from the 65-foot ceiling created a dramatic look above and around the rear end of the runway, echoing Mizrahi’s clean and dramatic designs and highlighting Target’s plain but effective logo. On a platform emblazoned
with the Target logo was a DJ lit by red lighting and enveloped in mist from fog machines.
Target Brooklyn Store Opening, 07.20.04
Target’s first store in Brooklyn opened with a big bash that got lots of good PR: After all, it’s not every day you see celebrities wandering the aisles of your local Target store. But there was Alan Cumming meandering through the aisles of the home furnishings section, and Chloë Sevigny posing for photographers with her Target gift card.
Pam Bristow produced the casual yet surreal opening party, which welcomed hundreds of guests—a mixture of hipsters, celebrities, and Brooklyn locals—with Brooklyn Brewery beer, hot dogs served from carts, and other munchies.
Entertainers varied, from contortionist Ravi the Bendable Boy from Bombay (of the Coney Island Circus Sideshow), who pulled himself through a tennis racket, to DJ Paul Sevigny, who spun against a red Target bull’s-eye-branded backdrop, to rock band Dopo Yume, which performed a few songs midway through the event. But the one amusement most guests could not get enough of: shopping. Guests stocked up on incidentals from cotton balls and coat hangers, all at a 10 percent discount to celebrate the opening.
Target Pop Up Store in Times Square, October 2004
One way Remington keeps the bull’s-eye in front of New Yorkers is with temporary Target stores. This year, the signature pale pink of the breast cancer crusade filled the street level of a Times Square building for Target’s “Pop Up” store. (Temporary retail and promotional spaces are a big trend.) Target’s store sold pink merchandise, from flipflops to umbrellas to T-shirts, with all proceeds going to the Breast Cancer Research Foundation.
Pam Bristow coordinated a fleet of four pink, Target-branded coffee carts that handed out coffee in pink cups, and pink donuts, bagels, cookies, and soda from locations around the city.
Posted 03.09.05
Photo: John Sciulli/WireImage (Remington), Stan Honda/Getty Images (Pop Up store)
This story originally appeared in the November/December 2004 issue of the BiZBash Event Style Reporter.
What He Plans: Remington promotes the Target name at events with a big dose of old-fashioned self-promotion mixed with a lot of creativity. Target events are known for their smart and innovative branding, chiefly with their use of the ubiquitous bull’s-eye logo—hanging from mobiles in a Fashion Week media lounge, in the floral decor, on the gift bag, even as a bull’s-eye-shaped
catwalk for a fashion show. And if it’s not the logo, it’s the color: Target’s trademark red also appears at many events in the lights, furniture, and even food. This year Target also sponsored the New York Is Book Country reading festival and the Open House New York weekend of tours of architectural landmarks, and participated in the Design Industries Foundation Fighting AIDS annual Dining by Design event and the Elizabeth Glaser Pediatric AIDS Foundation’s annual Kids for Kids carnival at Industria Superstudios.
Where He Lives: Minneapolis
Target Party for Michael Graves, 04.27.04
Designer Michael Graves helped Target take its image from simple and cheap to simply chic. To celebrate the fifth year of the retailer’s collaboration with the designer, Target hosted a party at the Chelsea Art Museum that was heavy on both products and promotion.
Blue couches and cube-shaped ottomans were paired with stainless steel tables, most of which were decorated with board games, encouraging guests to test their skills at backgammon, chess, and checkers. Bar stools had cushions branded with the bull’s-eye logo; a few taller steel tables were decked out with patches of wheatgrass dotted with big white gerbera daisies. One focal point in a room full of cool stuff was a rotating motorized chandelier created from 500 Target-branded martini glasses.
Caterer Canard used Graves’ products to prepare the hors d’oeuvres it served. A panini bar featured savory sandwiches grilled on-site with Graves’ sleek stainless steel version of a George Foreman grill. Waffles, which served as a base for both warm blueberry compote and smoked salmon, were made with a
Graves waffle iron.
Target's Bullseye Inn Opening Party, 05.27.04
Target touched down in the Hamptons last summer with a cheeky temporary store, the Bullseye Inn. The store, a ye-olde-style inn packed with garden- and summer-themed merchandise, resided in the very permanent Bull’s Head Inn in Bridgehampton for one month.
At the opening event, guests circulated between the store and an adjacent tent; both had its own amusements. In the store, a bikini-clad model read on a hammock while another tried to sleep, princess-and-the-pea style, on a stack of mattresses. Upstairs, a male model sat in a bathtub full of Ping-Pong balls listening to his iPod. Outside, Lux Lighting washed the Bull’s Head Inn’s exterior with red and white gobo lights. “We were very inspired by the store space, which was this colonial Williamsburg-meets-Target surreal mix,” said Avi Adler partner David Stark, who designed the event.
Caterer Creative Edge Parties offered a high-low mix: a raw bar and gazpacho bar on one hand, and summer comfort food—mini burgers, lobster rolls, and warm cookies—on the other.
Isaac Mizrahi Fall 2004 Fashion Show, 06.14.04
Target made a big splash in the fashion world when it sponsored Isaac Mizrahi’s first fashion show in six years at Cipriani 42nd Street. Blending his custom-made designs for Bergdorf Goodman with his inexpensive line for Target, the event, produced by Kevin Krier & Associates, showcased 48 outfits.
The catwalk and its seating stole most of the space. Simple, long white drapes suspended from the 65-foot ceiling created a dramatic look above and around the rear end of the runway, echoing Mizrahi’s clean and dramatic designs and highlighting Target’s plain but effective logo. On a platform emblazoned
with the Target logo was a DJ lit by red lighting and enveloped in mist from fog machines.
Target Brooklyn Store Opening, 07.20.04
Target’s first store in Brooklyn opened with a big bash that got lots of good PR: After all, it’s not every day you see celebrities wandering the aisles of your local Target store. But there was Alan Cumming meandering through the aisles of the home furnishings section, and Chloë Sevigny posing for photographers with her Target gift card.
Pam Bristow produced the casual yet surreal opening party, which welcomed hundreds of guests—a mixture of hipsters, celebrities, and Brooklyn locals—with Brooklyn Brewery beer, hot dogs served from carts, and other munchies.
Entertainers varied, from contortionist Ravi the Bendable Boy from Bombay (of the Coney Island Circus Sideshow), who pulled himself through a tennis racket, to DJ Paul Sevigny, who spun against a red Target bull’s-eye-branded backdrop, to rock band Dopo Yume, which performed a few songs midway through the event. But the one amusement most guests could not get enough of: shopping. Guests stocked up on incidentals from cotton balls and coat hangers, all at a 10 percent discount to celebrate the opening.
Target Pop Up Store in Times Square, October 2004
One way Remington keeps the bull’s-eye in front of New Yorkers is with temporary Target stores. This year, the signature pale pink of the breast cancer crusade filled the street level of a Times Square building for Target’s “Pop Up” store. (Temporary retail and promotional spaces are a big trend.) Target’s store sold pink merchandise, from flipflops to umbrellas to T-shirts, with all proceeds going to the Breast Cancer Research Foundation.
Pam Bristow coordinated a fleet of four pink, Target-branded coffee carts that handed out coffee in pink cups, and pink donuts, bagels, cookies, and soda from locations around the city.
Posted 03.09.05
Photo: John Sciulli/WireImage (Remington), Stan Honda/Getty Images (Pop Up store)
This story originally appeared in the November/December 2004 issue of the BiZBash Event Style Reporter.
