Target Wonderland, New York
70 10th Avenue (at West 15th Street) Meatpacking District, New York
Target in House Team
Target has unleashed its holiday spirit with Wonderland, a 16,000 square foot pop-up theme park spectacular in New York City’s Meatpacking District.
Featuring bold twists and turns of red and white, the decor seamlessly merges a seasonal theme with Target’s iconic branding – and its wacky fonts and off-kilter signage add a touch of Roald Dahl and a smattering of Seuss.
If that doesn’t signal a kid-friendly context, then the ten jumbo attractions on offer certainly do.
Ranging from a massive Etch-a-Sketch to an enormous pirate ship, lovingly crafted from LEGO, this pop-up concept store is a supersized family experience.
Target’s seasonal Wonderland store artfully mixes theme park with multichannel technology as an experiment that will cleverly inform future store design.
And it’s a strategic one, too.
While kids are marvelling at a massive Christmas tree built from hundreds of toy Hulk hands, or having Frozen-themed temporary tattoos applied, their parents are primed for a shopping spree thanks to the lanyards and RFID keys handed out at the door.
These allow parents to place orders with a simple swipe as they move through the different stations – with the company able to track purchasing trends alongside the ways in which customers move through and explore the space.
Target can design the most successful features into future brick-and-mortar store designs, and bridge the gap between in-store and online sales with a digital shopping experience that takes place on the store floor rather than from behind a screen.
It’s a brand experience, testing ground and superbly orchestrated seasonal event with viral potential – all in one.