A Study in Bazaars

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We blew in to the windy city fast and furious a couple of weeks ago to open a new pop-up store for Target, which was a BIG hit and mobbed for its entire run of four days!  The Target Bazaar, a cross between a chic, urban green market, a flea market, and a bustling Turkish Bazaar, came to life in the historic bi-level, retail space at the base of the Chicago Tribune’s building on Miracle Mile.  The crowds lined up to preview exclusive designer collections and the very BEST of Target’s new summer loot, and the guests walked away with BIG smiles, even bigger bags of stuff, and the BEST values around.

I really LOVE these retail projects.  We had an absolute ball with the graphic look and feel of the space.  It’s as if this bustling marketplace was buzzing on the adrenaline of a big fruity cocktail (or two or three)!  Within all of this cartoon zaniness, though, there is a distinction that we find very interesting.  Unlike a permanent store that needs to be neutral and flexible for an ever changing array of merchandise from season to season and from year to year, the pop-up store is more like theater with a very specific stage set.   Because we know exactly what product we are getting when we are in the planning stages, and we are only open for a short time, we can create an absolute experience that is immersive for the guests, that envelops the guests.  We turn shopping into theater, into a party. 

 

The centerpiece of the market was a grand vegetable stand where fruits and veggies were each equated to one of the designer brands that the Target Bazaar featured, each fruit marked with a tiny bullseye

sticker.

 

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In the business and fashion press, there has been an awful lot of discussion lately about what it will take for stores to lure guests back in during these competitive times.  Price slashing is one thing, but it is not enough.   “The experience” is really the focus, I think.  In the same way that restaurants can be theater,  stores can be too.   Thank you Target for championing the zaniness.  We adore and have so much fun with you!

Xoxo

D.

P.S.  A big shout out to Juliana Jaramillo, our fearless Design Director, and our entire creative team.  We actually had a very short time to conceive and build this one, and you guys totally ROCKED it!