TARGET EMPIRE PROJECT

To celebrate the redesign of Target’s SoHo flagship, we created a press experience that positioned the brand as more fashion forward while staying deeply rooted in New York City culture.

At the center was a fully custom Target-branded coffee cart, a classic city staple reimagined in the brand’s iconic red and white. Over two days, the cart served hot chocolate, bagels, and cookies, turning an everyday New York ritual into a highly shareable moment. Every detail reinforced the concept, from logo-stamped marshmallows to black-and-white cookies reinterpreted in Target colors. The broader event featured a DJ, bar service, and multiple photo moments to drive social buzz.