Target
20 Years of Design for All Launch
In celebration of 20 years collaborating with renowned designers, Target relaunched items from 20 of the partnership collections. We created an environment that could transform quickly from a live-streamed evening launch party to a public day, both with an emphasis on accessibility of good design for all. The party celebrated this sentiment with constant live performances throughout the space by diverse dancers wearing and holding products from the relaunched collections.
Park Avenue Armory, NYC
September 2019
Senior Experiential Designer
The event’s grounding installation was the logo lockup of the collection, the XX of which represents 20 years. 30’ tall, the all-white elements were projection-mapped with animated patterns from each of the 20 relaunched designers’ product patterns.
The Anna Sui viewing room showed clips from Gossip Girl, the designer’s main inspiration for her Target collaboration.
Guests pushed through mylar curtain to discover a mini disco with music and dancers wearing pieces from the collection.
Isaac Mizrahi, the host of the evening, played piano in this all white and pink room inspired by an ad from his first Target collaboration.
Straight out of the early 2000s skater-era, the Stephen Sprouse collection was celebrated with a fully functional giant boom box.
The mischievous cat from Jason Wu’s Target campaign wreaked havoc on this installation, spilling flowers while dancers interacted with the decor.
The Missoni zig zags inspired a 360-degree photo op in which zigs and zags of various colors and materials layered densely,
Part of the space was dedicated to a retail opportunity in which guests at both events could shop the entire relaunched collection.
Process
To arrange, track, and render the huge amount of scaffolding modules, we kept a detailed 3D model.
agency: David Stark Design
creative director: David Stark
senior designer: Emily Edelman
designer: Kristen Henriksen
designer: Mary Kate Kelly
designer: Daria Semenova
associate designer: Soomin Lee
design coordinator: Asabea Ayres
technical designer: Tom Houston
graphic designer: Olivia Kane
floral director: Susie Montagna
photographer: Susie Montagna