Target is considered one of the most innovative brands in the event industry for a reason–they absolutely knock everyone’s socks off.
Jason Wu: The Man, The Myth, The Legend. Photo: Nilaya Sabinis
We got the chance to have our socks knocked off up close and personally on January 26th, when Jason Wu for Target was unveiled at Skylight SoHo. Considered by industry experts to be Target’s “most visual launch yet,” this was truly an event to behold. The collection is inspired by the idea of an American girl in Paris, so to bring the concept to life, Wu collaborated with Target and Extra Extra Creative to build a Parisian scene that exported the energy and delights of the European city.
Skylight Soho's Corridor Became a Parisian Boulevard. Photo: Nilaya Sabinis
A Parisian Garden Plaza anchored the Room. Photo: Nilaya Sabinis
Parisian Institution and NYC-Newcomer Ladurée set up Shop. Photo: Nilaya Sabinis
Like the collection, the effect was feminine and whimsical–the Paris of our dreams. Seeing this magical land come to life was almost as breathtaking as the event itself. Like a troupe of Montmartre artists, highly skilled artisans descended upon the venue to hand-paint our walls with a fantastical streetscape. Their precision, with no “pencil draft,” was masterful. The venue was organized into a central square using gigantic flats upon which white Parisian buildings were sketched. Some flats served as entry points into larger worlds–a cafe could be entered; Ladurée served its famous macaroons from a quaint stall; windows could be looked into; the Eiffel Tower could be glimpsed, painted on a column, between two rooftops; a DJ played from a building’s second-story window; and ooh la la, the Jason Wu boutique….
The Jason Wu Boutique Where Items Soon Flew from the Shelves... Photo: Nilaya Sabinis
Real Life "Mannequins" Enhanced the Idea of the American Girl in Paris. Photo: Nilaya Sabinis
A Typical Champs-Elysees Cafe came to Life. Photo: Nilaya Sabinis
A DJ, decked in Jason Wu for Target, Played from her Window Perch. Photo: Nilaya Sabinis
Adding to the magic was Milu, the collection’s adorable mascot, who appeared through video projections, hopping gingerly across rooftops and nosing mischievously through the imagined rooms seen through each building’s windows. Also, enhancing the animation of this painted city, a classic theater curtain dramatically opened to reveal, Yelle, the famous French euro-pop group, who kept the energy up even for the exhausted shoppers among us.
Milu, the Collection's Mascot, Muse and Mischief-Maker. Photo: Nilaya Sabinis
Yelle Rocks the House in her Milu-T. Photo: Nilaya Sabinis
The team at Skylight joined the hordes of fashionistas in the “Jason Wu for Target Boutique,” clamoring for early access to the items that everyone knew would be impossible to get shortly. We’ve each been paid many compliments on the outfits we’ve basically worn every day since the launch, and there is something very satisfying to find these items, all priced under $60, being hawked on Ebay for several times their original price.
The Shopping Experience was brought to Life...Literally. Photo: Nilaya Sabinis
As expected, the collection has flown off the shelves, even though it only debuted in stores on Sunday. Like this summer’s famous Missoni for Target launch, the items are already coveted by lovers of great fashion who are staking them out, guided by news reports, Ebay and Target’s helpful web site.
The "Librarie," which would come to Life as Milu arrived. Photo: Nilaya Sabinis
It is an achievement that Target, as a mass-market discount store, has been able to capture the attention of fickle fashionistas so entirely. These collaborations elevate the brand far above its competition, not just by captivating powerful fashion editors and celebrities, but by demonstrating the continued creativity and endless innovation that is a hallmark of only a handful of large brands today.
Photo: Nilaya Sabinis
We applaud Target for keeping our industry so interesting.
The Infamous Bullseye on the Classical Stage. Photo: Nilaya Sabinis
Fin.
