Target Gets Vertical at Fall Fashion Show
The creative retailer sent models walking, flipping, and dancing down a catwalk on the side of a nine-story Rockefeller Center building.
Leave it to Target to turn a fashion show literally on its head. For the unveiling of the company’s fall lines—billed as a “vertical fashion show”—Target senior manager of events marketing Paul Christel and events marketing specialist Antimony Bishop had acrobats from Munich-based events firm Jochen Schweizer step down a runway on the side of 620 Fifth Avenue, one of the buildings that flanks the ice rink at Rockefeller Center. Secured to the top of the nine-story building by wires at their hips (rigged by Sapsis Rigging), the acrobats danced, posed, and catapulted down the side of the building to Labtonic’s runway music. (If the concept sounds vaguely familiar, it’s because Schweizer debuted the vertical runway in the United States for the opening of a new Marshall Field’s—Target’s sister brand—in Chicago in 2003.)
At the base of the vertical catwalk was a more conventional horizontal runway covered with the red bull’s-eye logo where regular, upright models also showed off Target’s fall fashions. While they weren’t hanging facedown off the side of the building, wearing scarves, mittens, and hats proved almost as risky in the withering heat and humidity of the afternoon show. David Stark of Avi Adler—who acted as the event’s creative director—plastered the red bulls-eye logo on props such as coffee cups, briefcases, and schoolbooks that the models carried during the fashion show.
AO Production produced the daylong promotion, which started with a morning runway performance on the Today Show, with Target vice president of events marketing and communications John Remington talking to Katie Couric about the stunt. At noon was a fashion show open to the public, and later was an evening cocktail party and another show for invited guests.
At the reception, guests mingled in an area behind the runway’s backdrop dotted with tall cocktail tables. T&L caterwaiters dressed in all-white Target uniforms passed Taste’s hors d’oeuvres until a massive rainstorm had everyone running for cover. After the rain subsided, the acrobats glided down the building again, this time for a less-sweaty crowd, who left with gift bags filled with disposable cameras, Target pajamas, garment bags with red and white Target logos, and individual handheld fans.
Photos: Courtesy of T&L Event Management (building, runway)
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