CREATING A SPACE FOR PLAY
Open House is a public-facing learning lab that helps Target test into new and emerging strategies to stay ahead of changes in the retail landscape. It creates fully-immersive unique experiences that help start new conversations with guests around a rotating suite of themes.
We concepted, designed and produced the branded experience for Target’s latest test lab theme: “The Future of Gaming.” From the name “Game Room” and design of all visual assets (both digital and physical) to motion graphics, outdoor and window displays, we helped Target transform the space from top to bottom.
Game Room is a space for play. So we rooted everything in that, down to the building blocks of the identity itself.
Take a virtual tour here.
The space is divided into six different zones of play. This animation played on the large digital screen in the entrance of the space, welcoming guests and giving an overview of the experiences.
We created a digital experience housed on tablets in each zone which included game information, instructions and a shopable list of products included in the space.
We designed merch for sale and totes for shoppers, along with, most importantly, a simple but stunning feedback mechanism to capture valuable input of guests.
Located below a Target store in San Fransico’s Metreon Mall, bold signage and window graphics invite curious shoppers to come in and play.
Video by Kurieo.
ROLE: Designer / Art Director / ACD
TEAM: Jason Bottenus, Dustin Joyce, Andrew Brady, Alec Lindsey, Abbey Emmans, Martha Hedstrom
AWARDS: The Show 2021, CA Typography 2021 Short List