Where celebrities, filmmakers, and industry types go, so must heavily branded sanctuaries for them to hold quick meetings, catch up with work, or just relax. This year’s Tribeca Film Festival has them in spades, and one that runs for the festival’s duration is the Target Filmmaker Lounge at Parsons.
The mega-retailer is never one to shy away from over-the-top branding, so the gallery is fitted head to toe in red and white, with barely a square inch not showcasing a signature bull's-eye. Target has put on the Filmmaker Lounge in the past, but the new venue gave them considerably more space this year. Designer Daphne Shirley at ShirleyGirl decided to break up that space to allow for more private spots for people to gather.The design aims to accomplish three things. “It needed to be modern and hip, with branding in clever places,” Shirley said. “The room is such a large, empty, white space, so skewing that meant first figuring out how to divvy it up. I just needed to create intimate seating areas for the guests. It all fell into place after I got that.”
Shirley has named the fruits of her labor “the bull’s-eye bungalows.” Though not bungalows in the traditional sense, each of the five areas has its own look and feel, paying homage to musicians and male and female stars of the past. In the “Diva Bungalow,” for example, Chuck Close-style portraits of Lucille Ball and Marilyn Monroe preside over flat-screen fireplaces. Bull’s-eyes show up in the shadow on Lucy’s cheek and the trademark beauty spot above Marilyn’s lip. Shirley wanted to cover as much of the space as possible, so when she started running out of money in the budget, she sourced some of the materials from Target.
Joining the lounge, in a small gallery looking out onto West 13th Street, is an exhibition of artwork the festival awards (in addition to prize money) to the winners of this year’s festival. (The Target space temporarily cleared out on Thursday night so the gallery could host the Tribeca Film Festival awards presentation itself.) Target brings its bull's-eyes to Friday's "Breaking the Band" concert at Webster Hall, where it will deck out the V.I.P. lounge.
The mega-retailer is never one to shy away from over-the-top branding, so the gallery is fitted head to toe in red and white, with barely a square inch not showcasing a signature bull's-eye. Target has put on the Filmmaker Lounge in the past, but the new venue gave them considerably more space this year. Designer Daphne Shirley at ShirleyGirl decided to break up that space to allow for more private spots for people to gather.The design aims to accomplish three things. “It needed to be modern and hip, with branding in clever places,” Shirley said. “The room is such a large, empty, white space, so skewing that meant first figuring out how to divvy it up. I just needed to create intimate seating areas for the guests. It all fell into place after I got that.”
Shirley has named the fruits of her labor “the bull’s-eye bungalows.” Though not bungalows in the traditional sense, each of the five areas has its own look and feel, paying homage to musicians and male and female stars of the past. In the “Diva Bungalow,” for example, Chuck Close-style portraits of Lucille Ball and Marilyn Monroe preside over flat-screen fireplaces. Bull’s-eyes show up in the shadow on Lucy’s cheek and the trademark beauty spot above Marilyn’s lip. Shirley wanted to cover as much of the space as possible, so when she started running out of money in the budget, she sourced some of the materials from Target.
Joining the lounge, in a small gallery looking out onto West 13th Street, is an exhibition of artwork the festival awards (in addition to prize money) to the winners of this year’s festival. (The Target space temporarily cleared out on Thursday night so the gallery could host the Tribeca Film Festival awards presentation itself.) Target brings its bull's-eyes to Friday's "Breaking the Band" concert at Webster Hall, where it will deck out the V.I.P. lounge.
Target's branded bungalow
Photo: Jessica Torossian for BizBash
Bull's-eyes and reels of film dotted the entrance to the Parsons gallery.
Photo: Jessica Torossian for BizBash
Four clocks at the concierge desk counted down to film festivals hosted in different international cities.
Photo: Jessica Torossian for BizBash
Jimi Hendrix and Aretha Franklin presided over the "Rock and Roll Bungalow."
Photo: Jessica Torossian for BizBash
Each bungalow had its own private seating area.
Photo: Jessica Torossian for BizBash
Portraits of celebrities like Marilyn Monroe were done entirely in red and white, with bull's-eyes in unexpected places.
Photo: Jessica Torossian for BizBash
Even the lights in the room were in the shape of a bull's-eye.
Photo: Jessica Torossian for BizBash
A snack counter offered chips, nuts, and candy to hungry guests.
Photo: Jessica Torossian for BizBash
The small café area had bull's-eye tables and plexiglass chairs.
Photo: Jessica Torossian for BizBash
