BullsEye Bazaar

On a recent trip to Michigan Ave in Chicago, I stumbled upon the makings of a new Target pop- up store. This concept from the co-branding mavens was at a first a bit of a turn off to me. I have to admit, I am from Minneapolis, the land of Target everything. Our new sports stadium in "Target Field", every possible event is sponsored by Target, even our local Salvation Army is littered with the stores concepts that never actually made it to the store.

BUT, despite my slight distaste for the saturation that Target has become, I have to say from a marketing standpoint, pop-ups stores are relatively genius. In the instance of the BullsEye Bazaar, the had celebrities such as Kate Walsh and the cast of Gossip Girl there to promote as well as peeking Tracy Feith’s summer collection before it hits stores in a few weeks. The store only lasted three days on the MagMile but apparently the fanfare continues. I will be interested to see how Target uses this tool in the future.

Check out some celeb and product pics (credits to Runway to Retail) :
And some other marketing perspectives on this concept.