In overstimulated Manhattan, standing out is a difficult stunt to pull off, unless your name happens to be Naked Cowboy. Or as of last week, Target.
We first heard about Target's experiment from Neil Sittler, a contributor to the Art Director's Club of Denver blog. The trend-blazing retailer orchestrated the opening of four pop-up stores under the moniker Bullseye Bodega that had the city abuzz. For four days only (during Fashion Week, no less), 22 designers put their braintrust in creating these boutiques and inserting limited-edition goodies that would grace these stores well before hitting super-sized Targets.
Taking a page from NYC corner stores, produce coolers held Anya Hindmarch's handbags. Grocery shelves held Sigerson Morrison's glam/suede footwear. All of these treasures were treated as bargains, courtesy of little signs flaunting messages like, "Wowsa. Pretty plates, only $2.99 for a set of 8."
Other retailers should take note of Target's recent endeavor. Not only does it create buzz, it's also a way to introduce new brands or even retail formats and experiences short of a national rollout.
- Contributed by Jay Roth