I’m a little back-logged in sharing what we have been up to since there’s been a whole lot going on, but at the end of February, we had the great pleasure of spending time in Toronto with our buddies from Target and a whole slew of new Canadian friends. Target will be opening stores in Canada in the near future, but as a sneak peek and to share the very chic Jason Wu for Target collection, we sent a very special delivery: a one day, pop-up fantasy where Canadians had the ability to shop the line and immerse themselves in Target magic.
We found a very modern, glass structure in a fun shopping area of the city and then turned it into a stylized Parisian Beaux Arts Building, inside and out. We covered all of the glass from floor to ceiling with drawings of the “architecture,” and in the interior, we re-did the place top to bottom in luminescent pale, pale grays and icy blues, tons of trompe l'oeil as well as real moldings and fixtures that blur the line between real and fantasy. To reinforce the idea of this “special delivery,” an influx of packages and mail of all sorts were sent from Target to the Canadian “people,” all stamped with Target love.
Glowing Target red, we created a library that floated within this “house,” a lounge that played double duty as a mini museum, showcasing examples of Target designer partnerships over the years. From Liberty of London to the recent Missoni phenomenon, back to the earlier days where even the likes of Philippe Starck and Michael Graves created iconic product lines, it was great fun to see examples of these products all together and to create zany riffs on a real library. The books on the shelves, for instance were trompe l'oeil and each represented a designer collaboration.
Jason was there and so lovely to work with, and the response from the community was fantastic. We opened the doors at noon and by the end of the day, as expected, we were sold out. The proceeds of the day were donated to the United Way, and everyone had a super time – including us. A huge thank you to Target and to all of our partners in bringing this fantastic day to life. And honestly, BRAVO to Jason. What a huge talent and great spirit he is.
Photography by Susan Montagna