First Look: Target’s New NYC Studio

Target hq front

While Target is based in Minnesota, much of the magic behind their designer collaborations, lifestyle photography shoots, private brand love moments and product launch parties happens in the fashion and culture mecca that is New York City. With a homebase there, Target’s team rubs shoulders with the world’s most influential media, artists, photographers and other creative personalities. Now, the Bullseye is moving its NYC digs into a new space in downtown Manhattan.

“New York is the confluence of culture, fashion, ambition and innovation. Having a presence there is critical to our style and design leadership, and enables us to be constantly connected to the needs of our urban guests,” says Todd Waterbury, senior vice president, Chief Creative Officer, Target. “Target has a long history with New York, from one of the first ever pop-up stores with the Target Boat at Chelsea Pier, to the vertical fashion show down the side of Rockefeller Center. It’s a city that is integral to our brand, and we’re thrilled to be expanding our offices into a larger and more versatile space.”

Over the weekend, Target’s New York-based team moved from their previous digs into a sleek new space located in the city’s bustling Chelsea neighborhood. An extension of the retailer’s HQ in Minneapolis, the New York studio serves as a staging area for media events and photo shoots, as well as an office/atelier for members of the creative team and a hub for New York stores leadership. Now these staffers will have a whopping 28,800 square feet of real estate to dream and scheme in, complete with new workstations, custom art installations and stylish furnishings, plus more exhibition space for press presentations and parties.

SOURCE: A Bullseye View

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.