For the opening of Target’s first downtown Manhattan location, the brand once again asked us for a special introduction to the city. At their best, Target locations always honoured their surroundings–acting more like a welcomed, connected new neighbour, rather than just another store in town.

For the brand, connection was context, and TriBeca breathed a certain kind of electricity. Our goal was to bottle that energy to create awareness for our new home amongst all New Yorkers.

We adopted a spirit of “iconi-coolness” in everything that we did–a bridge uniting both the stylish bravado of downtown Manhattan with the optimistic inclusivity of Target. Defining the commonalities between the brand and downtown New York, we found a way to be creditable and connected in the story that we told.

Our solution was a balance of direction and inspiration. We created a design system that (literally) pointed downtown, paired with items and objects that spoke the language of everyday New Yorkers. This approach not only spoke to the relevance and resourcefulness of our location but also to the tonality of the neighbourhood in creating a truly unique experience.