Target + Feed press event

Freestanding chalkboard signs set up outside the Tobacco Warehouse in Brooklyn Bridge Park helped guests find their way to the open-air venue.

In keeping with the event's modern farmhouse theme, a custom structure made from wood pallets—branded with an illuminated Target logo and statistics from Feed—was erected at the entrance to the outdoor bash.

Chalkboard menus placed near the bar areas displayed the cocktail hour offerings, which included locally brewed beer from Brooklyn Brewery and wine on tap from Manhattan's City Winery.

Waitstaff dressed in Feed-branded aprons and T-shirts served hors d'oeuvres like beet tartare (pictured), deviled eggs topped with bacon, pickled oysters, and tiny cannolis stuffed with wild mushroom puree.

Guests could also help themselves to boxes filled with crudités and jars of ranch dressing, which were placed atop wooden barrels.

Jazz band Baby Soda entertained the crowd during cocktail hour, playing from a custom wooden stage strung with circus lights.

A lounge area included chairs and a coffee table crafted from wood pallets. Pillows and blankets from the Feed U.S.A. collection completed the look.

Guests could shop the collection of stationery, apparel, home accessories, and more at a Feed U.S.A. for Target pop-up store housed inside a structure composed of wood pallets.

Behind the cash registers in the pop-up store was a branded wall that displayed a crafty version of the Target logo rendered in red string.

Inside the dinner space, the Americana aesthetic of the collection translated to the event decor and the low-key, relaxed vibe. As a party favor, each guest received a burlap tote bag from the line.

On the wooden farm tables, Hatch Creative Studio punctuated wheatgrass flats with wheat stocks and red Mason jars holding candles. Custom red bandannas printed with event details served as napkins, and family-style bowls of pickled beet, wheat berry, and kale salads sat atop platforms made from tree trunks.

The backs of the letterpress-printed Kraft paper menus encouraged guests to take photos of their tablemates and share them on social media with the hashtag #FeedUSA.

Guests were also encouraged to tweet their support for the cause. Directions for accessing a dedicated Wi-Fi account were displayed on printed cards interspersed throughout the centerpieces.

The lighting fixtures above the bar in the dinner tent were crafted from Feed U.S.A. for Target plates and cups.

A family-style feast of grilled tile fish, vegan lasagna, and leg of lamb emphasized the event's casual atmosphere. Locally sourced dinner ingredients came from Katchkie Farm, a 60-acre organic farm owned by catering company Great Performances. For dessert, guests enjoyed treats from Brooklyn bakeries including One Girl Cookies and CakeBites NYC.

American Idol winner Phillip Phillips headlined the evening, performing in front of a video wall displaying live, animated social media impressions. During the event, the tracker noted that more than 16 million people were reached.

Denise Bestman, the young girl from Staten Island who sang Adele’s “Rolling in the Deep” in a memorable Target commercial from 2012, gave a surprise performance of Alicia Keys’s “Empire State of Mind” during dinner.

Paper bag luminarias—stamped with the event's hashtag—lined the pathways as guests exited the event at the end of the night.