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  1. Production & Strategy
  2. Strategy

"Shops at Target" Launch Suspends Products Overhead

Jim Shi
May 2, 2012

Always on the lookout for creative ways to launch its products, Target hosted its first-ever bash at the all-glass, Frank Gehry-designed IAC Building last night to celebrate the Shops at Target, which debuts at all 1,763 Target stores nationwide this Sunday and is one of the retailer’s biggest merchandising initiatives in recent years.

As with all launch events hosted by the retail giant, the goal was simple: create something unexpected and cool to showcase the product offerings in a different kind of way, while utilizing elements of social media. With that in mind, the stark, all-white venue coupled with the grand video wall served an ideal backdrop to tell a story. “It’s a unique feature that provides a myriad of options for both decor, messaging, and social media tie-ins,” said longtime Target partner David Stark. Stark's eponymous company was responsible for designing, planning, and producing the 350-person affair, which drew names like Martha Stewart, Emma Roberts, January Jones, Lauren Bush Lauren, model Hilary Rhoda, Giada De Laurentiis, and Leelee Sobieski.

Although each of the five inaugural Shops at Target partners—the Candy Store in San Francisco, Colorado-based Cos Bar cosmetics shop, Boston’s Polka Dog Bakery, Connecticut-based home products maker Privet House, and Miami apparel boutique the Webster—have distinct brand identities and the shop owners themselves were all present for the event, Stark sought to present a consistent message and keep the focus on the Target collections.

From the design of the invitation to the physical vignettes designed for the event, Target and Stark played up the idea of “suspension” as an unexpected way that would, according to Stark, challenge the “artistic boundaries as a company, as artists, and as an agency partner.” The abstract, chandelier-like concept was applied to each of the distinct displays created, with miles of trick and fishing line utilized to suspend about 8,000 items. “The appropriate line was chosen depending on its look and relation to the scale/color/weight of the object,” Stark noted.

Running along the entire length of the venue’s video wall was a social media program run by event marketing and production firm ExtraExtra. The showcase featured a looped video reel of oversize product offerings digitally displayed alongside Shops at Target tweets and live images.

Noticeably different from past Target launch events was the lack of a shopping component; even with a surprise performance from Wilson Phillips and old-school hip-hop songs spun by DJs Theophilus London and Chelsea Leyland, the event had a definite low-key and relaxed vibe and none of the frenzy its former concept, the five-year-old Go International program, tended to generate at such launch events.

Target has already selected its sophomore series of the Shops participants, which launches in September. While the exact names have not been revealed, there will be four stores—two dedicated to home and two to fashion, one men’s shop and women’s shop.

Designed as a series of vignettes, the event offered a collage of products from the collection. The first section was a tunnel of clothing, reminiscent of displays found at bazaars, which saw apparel from Miami-based luxury boutique the Webster attached to an anchoring truss structure masked in black fabric.
Designed as a series of vignettes, the event offered a collage of products from the collection. The first section was a tunnel of clothing, reminiscent of displays found at bazaars, which saw apparel from Miami-based luxury boutique the Webster attached to an anchoring truss structure masked in black fabric.
Photo: Anna Sekula/BizBash
Designed, produced, and planned by David Stark Design and Production, the Tuesday-night launch for the Shops at Target filled the lobby of the IAC Building with colorful installations. A wall erected opposite the entrance comprised a kaleidoscope of products that represented a cross-section of the initiative's inaugural partners. In a nod to the retailer's iconic logo, the production team fashioned a bullseye out of the Shops at Target placards.
Designed, produced, and planned by David Stark Design and Production, the Tuesday-night launch for the Shops at Target filled the lobby of the IAC Building with colorful installations. A wall erected opposite the entrance comprised a kaleidoscope of products that represented a cross-section of the initiative's inaugural partners. In a nod to the retailer's iconic logo, the production team fashioned a bullseye out of the Shops at Target placards.
Photo: Anna Sekula/BizBash
A custom, three-dimensional step-and-repeat included Target's bullseye and the Shops at Target signage strung along multiple verticals.
A custom, three-dimensional step-and-repeat included Target's bullseye and the Shops at Target signage strung along multiple verticals.
Photo: Anna Sekula/BizBash
An artsy exhibit suspended project partner Privet House's plates (including one that cheekily featured a bullseye) from rigging points in the ceiling. The result looked as though the 25 pieces of colorful dinnerware were floating in mid air.
An artsy exhibit suspended project partner Privet House's plates (including one that cheekily featured a bullseye) from rigging points in the ceiling. The result looked as though the 25 pieces of colorful dinnerware were floating in mid air.
Photo: Anna Sekula/BizBash
For the showcase of pieces created by Aspen, Colorado-based Cos Bar, Stark strung a mix of products together and hung them from the ceiling straight down to the floor. A mirrored panel beneath the installation created the illusion of a never-ending chandelier.
For the showcase of pieces created by Aspen, Colorado-based Cos Bar, Stark strung a mix of products together and hung them from the ceiling straight down to the floor. A mirrored panel beneath the installation created the illusion of a never-ending chandelier.
Photo: Anna Sekula/BizBash
The flaunt the breadth of offerings from the Privet House for Target collection, Stark crafted a curtain of objects that was hung asymmetrically to allow guests to pass through the space.
The flaunt the breadth of offerings from the Privet House for Target collection, Stark crafted a curtain of objects that was hung asymmetrically to allow guests to pass through the space.
Photo: Anna Sekula/BizBash
Based in San Francisco, the Candy Store's unique range of offerings was fully displayed in a vignette that saw rows of jars draped beside a sculptural mountain of sweets.
Based in San Francisco, the Candy Store's unique range of offerings was fully displayed in a vignette that saw rows of jars draped beside a sculptural mountain of sweets.
Photo: Anna Sekula/BizBash
Creative Edge Parties served bite-size fare on four-tiered rolling carts that allowed for ease of movement. Complementing these pieces were passed hors d'oeuvres like mini lobster rolls and B.L.T. sandwiches.
Creative Edge Parties served bite-size fare on four-tiered rolling carts that allowed for ease of movement. Complementing these pieces were passed hors d'oeuvres like mini lobster rolls and B.L.T. sandwiches.
Photo: Anna Sekula/BizBash
Boston-based Target collaborator Polka Dog Bakery had its doggie wares displayed in a spiral, chandelier-like installation that hung from ceiling-mounted rigging. At the base was a tongue-in-cheek reminder of the shop's key, four-legged customer.
Boston-based Target collaborator Polka Dog Bakery had its doggie wares displayed in a spiral, chandelier-like installation that hung from ceiling-mounted rigging. At the base was a tongue-in-cheek reminder of the shop's key, four-legged customer.
Photo: Anna Sekula/BizBash
Stark worked with ExtraExtra to blend the latter's expertise in social media integration into the event. Taking advantage of the venue's seamless video walls, Stark created graphics and capabilities for the social media plan, which ExtraExtra executed on site via the evening's dedicated hashtag.
Stark worked with ExtraExtra to blend the latter's expertise in social media integration into the event. Taking advantage of the venue's seamless video walls, Stark created graphics and capabilities for the social media plan, which ExtraExtra executed on site via the evening's dedicated hashtag.
Photo: Nilaya Sabnis
Wilson Phillips, which has gained a healthy second wave of popularity thanks to hit movie Bridesmaids, took to the custom 16- by 24-foot stage toward the evening's end. The surprise performers sang 'Happy Birthday' to Target before delivering a set that included 'Hold On.'
Wilson Phillips, which has gained a healthy second wave of popularity thanks to hit movie Bridesmaids, took to the custom 16- by 24-foot stage toward the evening's end. The surprise performers sang "Happy Birthday" to Target before delivering a set that included "Hold On."
Photo: Anna Sekula/BizBash
Special tote bags emblazoned with the Target logo were handed out to guests as parting gifts. Inside were treats that represented each of the four collaborative partners for the Shops at Target.
Special tote bags emblazoned with the Target logo were handed out to guests as parting gifts. Inside were treats that represented each of the four collaborative partners for the Shops at Target.
Photo: Anna Sekula/BizBash
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