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NEW YORK It looked like a Target store exploded inside a tent in Madison Square Park for the Target Art in the Park opening reception. The event, which drew lots of scruffy Williamsburg-art-scene-looking hipsters, was held to celebrate the Public Art Fund's Target-funded public art project featuring works by artists Navin Rawanchaikul, Teresita Fernandez and Tobias Rehberger set in various spots in the the newly-renovated Madison Square Park. The art project will continue with the participation of more artists for three years.
Rand Burrus and Larzell Cowan of Rand. M Productions took inspiration from Target's ad campaign--which uses an Andy Warhol-ish style of repetition of product images in bright colors--to create a red, yellow and orange decor scheme for the event. They designed hollow Plexiglas tables (built by Industrial Plastic Supply) to display yellow bags of peanut M&M's; red canisters of Pringles and Slim Jims; and bright orange boxes of Bounce fabric sheets, making guests feel like actors in a Target commercial. A frosted white plastic bar, designed by Rand and built by Agam Group, displayed bright blue bottles of Scope mouthwash.
Marc-Antoine Dupont of Marc-Antoine Floral Studio extended the color themes with his flower and vegetable displays (similar to the ones he did for BiZBash's networking party). For the Pringles table, red bell peppers, dendrobium orchids and red peppers floated in tall vases filled with water. On the orange-themed table, fuzz-covered flower vases were filled with orange gerbera daisies.
The event was catered by Eleven Madison Park, whose owner, Danny Meyer, sits on the board of directors of the City Parks Foundation, which led the campaign to renovate and revitalize the park. Chef Kerry Heffernan mingled with the guests while overseeing the buffet that included proscuitto, mortadella and salami; French farmstead cheeses; poached salmon; and roasted capons with a sundried tomato and caper vinaigrette. There was also a less gourmet food option: An authentic street vendor hot dog cart with the “I Love Taxi” logos from Rawanchaikul's exhibit in the park.
This was the latest of many creative events Target has thrown, following a Pop Art-inspired fashion show, last year's art party in Madison Square Park, a Mossimo clothing launch (also produced by Rand) and the kickoff reception for the High Five Ticket to the Arts museum festival for teens.