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  1. Catering & Design
  2. Event Design & Decor

Inside Target's Colorful Spring Launches for Lilly Pulitzer and Todd Oldham

The retailer marked its latest collaborations by hosting two separate events in New York, held within a week of each other.

Jim Shi
May 7, 2015

Playing up springtime colors and the casual fun of summer, Target hosted not one, but two product launches in Manhattan in April. Held just one week apart, the events for Hand Made Modern and Lilly Pulitzer for Target were marked by bright color palettes and a sense of whimsy, but the Minneapolis-based retailer still managed to give each affair a distinct feel appropriate for the guests in attendance.

On April 9 at the Target Gallery in west Chelsea, the retailer, along with designer Todd Oldham, hosted the launch of Hand Made Modern—D.I.Y. kits and arts and crafts supplies aimed squarely at the family. Produced by ExtraExtra, the event brought D.I.Y. bloggers and editors to a setting where the decor was festive without being over the top. The all-white space was transformed relatively easily using products from the collection: paper flower kits, assorted paints and yarn, and larger-than-life displays like string kit decorations in the shape of the iconic Target bull's-eye.

The D.I.Y. theme of the night carried over to the bars, where guests could build their own mocktail or cocktail while being among the first to test out the Hand Made Modern merchandise. The crafty feel of the event was intended to appeal to a wide range of ages—with the products able to appease to both groups of young professionals and families looking to bring their D.I.Y. style ideas to fruition.

Less than a week later, on April 15, Target hosted a significantly more ambitious event—and with much aplomb. To herald the arrival of its highly anticipated collaboration with Lilly Pulitzer, Target, with the help of longtime production partner David Stark, turned the Bryant Park Grill into a veritable land of Lilly—complete with playful and fanciful bar setups, a feminine pop-up shop (no men’s merchandise is contained in the collection), and models dressed as Lilly characters.

“A key factor was its high-traffic, high-visibility location, which guaranteed we would be able to reach thousands of New Yorkers in the heart of the city,” said Stark. “We were also drawn to the park’s gorgeous fountain and architecture, which is evocative of the iconic fountain at the Breakers resort in Palm Beach, a signature Lilly Pulitzer muse.”

Unlike the Hand Made Modern event, the invite-only launch for the Lilly Pulitzer collection drew celebrity fans, like Emmy Rossum, Ellie Kemper, Bella Thorne, and Camila Alves, who mingled with the crowd gathered under the pink-and-white striped tent.

The next day, for the one-day consumer activation, also held at the Bryant Park Grill, Stark took advantage of his surroundings and expanded the Lilly Pulitzer theme. The resulting “Lilly Resort” he devised featured everything from manicure stations using Essie nail polishes from the collection to a citrus-theme juice bar and branded ping-pong tables.

On April 15, Target took over Bryant Park to fete the launch of its collaboration with resort wear brand Lilly Pulitzer. Inside the Midtown park, Lilly Pulitzer-branded ping-pong tables and lounge chairs invited guests to enjoy a game or simply relax in the early spring sunshine at the custom 'Lilly Resort.'
On April 15, Target took over Bryant Park to fete the launch of its collaboration with resort wear brand Lilly Pulitzer. Inside the Midtown park, Lilly Pulitzer-branded ping-pong tables and lounge chairs invited guests to enjoy a game or simply relax in the early spring sunshine at the custom "Lilly Resort."
Photo: Cindy Ord/Getty Images for Target
Inspired by Todd Oldham's 2009 book, Kid Made Modern, the launch for Hand Made Modern put the collection of art supplies and craft kits for kids and parents on full display. The April 9 event at the Target Gallery in west Chelsea celebrated Oldham's collaboration with the Minneapolis-based retailer and was attended by D.I.Y. bloggers and editors.
Inspired by Todd Oldham's 2009 book, Kid Made Modern, the launch for Hand Made Modern put the collection of art supplies and craft kits for kids and parents on full display. The April 9 event at the Target Gallery in west Chelsea celebrated Oldham's collaboration with the Minneapolis-based retailer and was attended by D.I.Y. bloggers and editors.
Photo: Courtesy of Target
The D.I.Y. theme of the night carried over to the bars, where guests could build their own mocktail or cocktail.
The D.I.Y. theme of the night carried over to the bars, where guests could build their own mocktail or cocktail.
Photo: Courtesy of Target
Large-scale installations were positioned as works of art within the gallery space.
Large-scale installations were positioned as works of art within the gallery space.
Photo: Courtesy of Target
Produced by ExtraExtra, the decor for the Hand Made Modern launch was festive without being over the top. The all-white space was transformed relatively easily using the products in the collection.
Produced by ExtraExtra, the decor for the Hand Made Modern launch was festive without being over the top. The all-white space was transformed relatively easily using the products in the collection.
Photo: Courtesy of Target
Paper flower kits, assorted paints and yarn, not to mention larger-than-life displays of various D.I.Y. products were scattered throughout the expansive gallery space, encouraging attendees to get hands-on and put the items to use.
Paper flower kits, assorted paints and yarn, not to mention larger-than-life displays of various D.I.Y. products were scattered throughout the expansive gallery space, encouraging attendees to get hands-on and put the items to use.
Photo: Courtesy of Target
The Lilly Pulitzer for Target pop-up was housed in an existing tent custom-built for Bryant Park Grill and used seasonally by the restaurant. Event producer David Stark added the custom print pink-and-white striped fabric draping for the event.
The Lilly Pulitzer for Target pop-up was housed in an existing tent custom-built for Bryant Park Grill and used seasonally by the restaurant. Event producer David Stark added the custom print pink-and-white striped fabric draping for the event.
Photo: Neil Rasmus/BFAnyc.com
Inventive vignettes at the entrance of the launch event showcased the products in the collection. Oversize products were available for purchase by selecting cards placed besides each item.
Inventive vignettes at the entrance of the launch event showcased the products in the collection. Oversize products were available for purchase by selecting cards placed besides each item.
Photo: Neil Rasmus/BFAnyc.com
The products displayed in the entrance vitrines were a showcase of additional items in the collection which were not for sale at the pop-up but would be available in store and online on April 19, allowing guests to experience the full breadth of the collection.
The products displayed in the entrance vitrines were a showcase of additional items in the collection which were not for sale at the pop-up but would be available in store and online on April 19, allowing guests to experience the full breadth of the collection.
Photo: Neil Rasmus/BFAnyc.com
Guests entered the space to see a riser with directional signage using the #LillyforTarget hashtag.
Guests entered the space to see a riser with directional signage using the #LillyforTarget hashtag.
Photo: Neil Rasmus/BFAnyc.com
The register banks were gracefully concealed behind a branded trellis wall. Guests received pink-and-white Lilly Pulitzer for Target shopping bags when purchasing items.
The register banks were gracefully concealed behind a branded trellis wall. Guests received pink-and-white Lilly Pulitzer for Target shopping bags when purchasing items.
Photo: Neil Rasmus/BFAnyc.com
A Lilly Pulitzer watercolor artist painted the scene at the space, capturing the party in the park—all done in Lilly’s classic color palette.
A Lilly Pulitzer watercolor artist painted the scene at the space, capturing the party in the park—all done in Lilly’s classic color palette.
Photo: Cindy Ord/Getty Images for Target
A complimentary Lilly juice bar paid homage to the brand heritage, serving fresh-pressed orange and ginger juices while the scent of citrus filled the air. Waitstaff and brand ambassadors offered juice and engaged with guests throughout the experience. Pink napkins had the Target and Lilly Pulitzer logos on them and encouraged social sharing using the #LillyforTarget hashtag.
A complimentary Lilly juice bar paid homage to the brand heritage, serving fresh-pressed orange and ginger juices while the scent of citrus filled the air. Waitstaff and brand ambassadors offered juice and engaged with guests throughout the experience. Pink napkins had the Target and Lilly Pulitzer logos on them and encouraged social sharing using the #LillyforTarget hashtag.
Photo: Cindy Ord/Getty Images for Target
For the V.I.P. party, the menu, provided by Bryant Park Grill, consisted of fresh, seasonal resort fare such as scallop and shrimp ceviche in cucumber cups, fresh tuna tacos, and key lime macarons.
For the V.I.P. party, the menu, provided by Bryant Park Grill, consisted of fresh, seasonal resort fare such as scallop and shrimp ceviche in cucumber cups, fresh tuna tacos, and key lime macarons.
Photo: Neil Rasmus/BFAnyc.com
A static watercolor backdrop stood outside of the 3,850-square-foot pop-up shop, providing guests with the opportunity to take a picture with their shopping bags and post the images to social media. Guests could select a custom watercolor overlay and “Lilly-ize” their photo.
A static watercolor backdrop stood outside of the 3,850-square-foot pop-up shop, providing guests with the opportunity to take a picture with their shopping bags and post the images to social media. Guests could select a custom watercolor overlay and “Lilly-ize” their photo.
Photo: Neil Rasmus/BFAnyc.com
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