Prom Night at Target

In keeping with the night's prom theme, six large stanchions of white balloons—branded with Target logos and up lit with spotlights—were erected at the entrance to the party venue with dramatic effect. A custom canopy, covered in the "Kate Young Target" logo, was built at the base of the doorway. A total of 1,000 balloons were used outside.

For consistent brand messaging, the event's organizers placed strips of Kate Young for Target carpeting over the venue's existing steps, which were side lit with spotlights for an extra bit of fashionable flair.

As guests arrived at the St. Patrick's Old Cathedral school in SoHo, male attendees were pinned with boutonnières and the ladies, corsages, to get guests in the prom mindset.

Right after check-in, a total of 20 models posed on a runway-cum-stage setup backed by a mixed media wall. Paired as prom-night-like couples, with each female model wearing a different Kate Young for Target dress, the lineup encouraged guests to vote for the best dressed couple by tweeting or instagramming pictures with the #KateYoungTarget hashtag.

Massive pink and red balloons in star shapes and Target's bull's-eye logo filled one entire room of the venue en route to the main party in the gymnasium. Guests were encouraged to playfully pose with the balloons and have their photo taken. A total of 650 balloons were used inside the party.

Of the 5,000 square feet Target utilized for the event, 2,600 square feet was dedicated to the gymnasium alone. Multiple clear vinyl tents were pieced together to make one large tent while external air-conditioning units were brought in to keep the space cool. The walls came down during the party, leaving only the roof—from which hung miles of streamers and one disco ball.

Throughout the school venue, corkboards covered with the collection logo held mini Polaroids of the cast of models featured in the line's ad campaign.

For a fun souvenir, the retailer supplied Kate Young for Target sunglasses, which were placed in bowls on tables throughout the party.

DJ Atlanta de Cadenet Taylor took to the spin table in a custom setup featuring a tissue paper creation made by artists Nicholas Anderson and Julie Ho of Confetti System.

Behind each of the two bars (one for champagne, the second for all other alcohol), Okamoto Studio etched Kate Young's name in playful block letters, punctuated by the Target bull's-eye logo. To give the display a bit of whimsy, cutouts in the thick slabs of ice held lopsided bottles as decor.

As waiters served champagne and drinks, they placed a specially made pink straw—a reproduction of Kate Young's signature—in each glass.

Much like the drink straws, pink neon signs directed guests to the different rooms of the party.

Simple white rectangular shelves and silver rolling racks displayed the Kate Young for Target merchandise. Topping each shelf grouping was a series of branded trunks accented with white roses. Kate Young's name was also, once again, featured in neon pink script.

Along one wall of the Kate Young for Target pop-up shop was a chalkboard with a tongue-in-cheek interpretation of the brand's logo surrounded by pink, red, and white streamers.

To encourage social media activity, signage surrounded by festive streamer paper indicated the special "Kate Young Target" Wi-Fi account and Twitter and Instagram hashtag.

Pinch Food Design provided the bevy of light and sweet bites for the party. All desserts, passed on simple white trays, followed a pink, red, or white color palette, including a strawberry shortcake served atop a lemon scone (pictured).