TARGET X MARIMEKKO | FINNISH, TARGET STYLE.
Target, one of America's most beloved retailers, and a leader in design collaborations announced their most playful partnership yet with iconic Finnish design brand Marimekko. To launch this collection into the world, we embraced the playful nature of the collection and iconic patterns throughout the campaign Finnish, Target Style.
With a mix of beach and activewear, tableware sets, outdoor furniture, teepees and outdoor games, this collection was for all ages.
Not only was the collection for all ages, but it was also designed to bring everyone together through play, wondrously imagined in these TV-spots directed by Johan Renck.
In the week leading up to the launch, we gave the people of NYC a playful surprise with interactive installations all across the High Line park. The larger than life sculptural patterns were a playful invitation to interact, play, capture and share, mixed with shoppable products. This was a recipe that helped create buzz about the partnership organically through social.
Inspired by the patterns, each installation was interactive in unique ways and families and friends queued up to wait their turn. The reward for each experience was a sharable video that literally put people inside of these wondrous patterns.
A takeover visible from all corners of the Meatpacking district, kept Target top of mind with NYC’s fashion and creative crowd, and had everyone share #MarimekkoForTarget, making news of the partnership way outside of NYC.
