Target has opened up an art-inspired pop-up store in New York City’s art district – Chelsea. It’s called ‘Target Too’ and features art made entirely of Target products. The aim of this exercise is to demonstrate Target’s dedication to design. Something the brand first started focusing on in 1999 as a way to differentiate from the behemoth Walmart.

Of the ‘Target Too’ concept, the brands Creative Director Todd Waterbury says: “I like that it begins to loosen and play with the meaning of what a gallery, a store, a playground, even what an Instagram feed is, and what the integration of technology can do within a bounded space—how it can deepen and expand the meaning of each of these.”

In our eyes, it’s just a lovely way to create meaning for the customer with product….beyond just a transaction.

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Author Pippa Kulmar

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