27 Aug 2010, Posted by admin in Fashion,Fashion News, 0 Comments

target’s redefines “spectacular” with its kaleidoscope light show

Target is known for pulling off some pretty miraculous marketing feats. There was the drive through pop up store that appeared last winter in the meatpacking district offering prepackaged gifts. Then there was the time the retailer filled its New York Liberty pop-up store with 12,000 flowers. To celebrate the retailers fall offerings Target rented 155 hotel rooms in New York’s trendiest hotel of the moment The Standard Hotel to stage an epic light show open to the public, while simultaneously broadcasting the show live on Facebook.

The evening began with a VIP event in the Standard’s biergarten. Penn Badgley wandered about with his handlers and Weeds’ Marie Louise Parker sipped the colorful, almost fluorescent bellinis being served at the bar. At 9pm sharp the guests were ushered outside to bleachers set up on Little West 12th Street and handed Target branded binoculars. An ominous voice welcome the crowd and the show–which felt like the ultimate peep show–commenced. 66 dancers appeared in LED lit windows dancing to a score composed by Sam Spiegel. The outfits that the dancers performed in were Target of course–from the Mossimo, Merona, Converse One Star, Xhilaration, Pure Energy, and Liz Lange for Target collections. The highlight of the performance had to be perfectly synchronized can-can portion of the show (yes the dancers actually did the can-can out of the windows of the top floors of the hotel) which had the crowd roaring. Meanwhile on street level there was a runway show of Target’s collection taking place leaving onlookers with that awestruck feeling of where do I look!

It was a magical night, and something that will likely be quite challenging for Target to top. I left wondering, how much did this cost, $1.5 million dollars? $3 million dollars? Target of course is mum on the numbers and is likely in the midst of planning their next theatrical display. I for one can’t wait.

–Leah Bourne