For the Spring 2011 Press Preview of Target™, we were commissioned to create a branded environment that would showcase the 5 in-store brands (Converse One-Star, Mossimo, Pure Energy, Xhiliaration and Merona) while immersing guests in the dynamic visual spirit of the Target brand. We sought solutions that would transform the vibrant graphic identity of Target™ into sculptural, playful environment, while showcasing the clothing of 5 different labels.
For the primary visual anchor of the space, we installed 36 illuminated white acrylic spheres of varied sizes, with red vinyl bullseyes applied to their surfaces. With half suspended from the ceiling and half arranged on the floor, the space was instantly transformed into a dynamic pop-art and vibrant manifestation of the Target Brand. The glowing spheres illuminated the space with warm light, framing a series of chrome garment racks, display pedestals and dress mannequins. Brand signage for the 5 collections highlighted the various arrangements. From all viewpoints in the space, guests viewed the clothing within an exciting, immersive environment. Photography by Erika Rojas.
