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Target Kaleidoscopic Fashion Spectacular

Award: Yellow Pencil

Yellow Pencil / Branding / Brand Experience & Environments / 2011

On 18 August 2010, after a month of rehearsals, Target presented a fashion show featuring 66 dancers, an original score, 44,640 LED bulbs, and 155 rooms in New York’s Standard Hotel. Named the Target Kaleidoscopic Fashion Spectacular, the event reinvented the catwalk by using all the windows of the hotel’s 18 floors to showcase the brand’s upcoming autumn fashion, while providing a 20-minute light, sound and dance spectacle for the thousands of spectators on the streets below. It received 160 million media impressions and has been shared online over 12.6 million times.

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