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Target's Album Launch for Ricky Martin Gets Latin Look

By Anna Sekula February 9, 2011, 9:00 AM EST

Photo: Bill Kennedy

Target Launch Event for Ricky Martin's "Musica & Alma & Sexo" Album
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It's been more than six years since Ricky Martin released a studio album, and for his latest, the Puerto Rican pop singer partnered with Target, a brand with a well-documented affinity for experiential marketing. So it only seems natural that to mark the February 1 launch of the deluxe version of Musica + Alma + Sexo, the retailer hosted a 300-person concert and reception filled with decor that highlighted Martin's Latin roots. Held at the HighLine Ballroom on February 2, the event was produced by Obo.

Inspired by haciendas, the producers spread leafy vegetation throughout the open-plan space, furnished lounge areas with rattan seating, and stocked the bar with tropical cocktails. Smaller elements—pillows and tabletops—embellished with the album's cover graphics helped brand the affair, while a wall for guests to sign and write messages added an interactive component.

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