Target / Holiday 2006 with Studio Tord Boontje

Winter Wonderland.

The holiday campaign is the big show for retail stores. And this signing program raised the bar for in-store campaigns in big box retail. The approach made a deliberate break with convention by striving to be primarily experiential. The signing transformed the stores into a modern, organic version of a winter wonderland. Partnering with Studio Tord Boontje to create the art and key elements, TIF’s Holly Robbins lead the internal Target teams, freelancers (including future TIF partner, John Moes) and the small cadre of agencies (including Fame, Graphiculture and PMH) to express the campaign to best effect in every channel, from product packaging to television ads to catalogs. Boontje also created an exclusive designer line of holiday product, a first for a Target holiday program.

 

Work & Credits

Our Work: Target In-house creative director (Holly); signage & packaging design contributor (John)

Target Artist Partner: Studio Tord Boontje

Target Creative Project Partners: In-House Creative Team, Fame, Graphiculture & PMH

 
 
Tord Boontje holiday chandelier.
Exterior photo of Target Store atrium with holiday decorations.
Night view of decorated store atrium.
Light projections of holiday patterns on store walls and ceiling.
Store windows decorated with clusters of white holiday patterns.
Front of store decorations including paper chandelier and die cut sheets of red and white holiday patterns.
Red Target bag with Tord Boontje pattern design.
Target store power isle decorated with hanging red and white diecut patterns and chandeliers.
Seasonal section with holiday themed back wall, end caps and inline displays.
Back wall decorations.
Back wall details.
 
Die cut holiday display topper with blinking LED lights.
Ornament product display with section signage.
 
Tree display with patterned riser.
 
Tree display riser with holiday patterns.
 

Collection Packaging

Studio Tord Boontje for Target products.
Studio Tord Boontje die cut paper garland product.
Package detail of white patterns printed on clear plastic.
Back of Candelabra product package.
 
 

Collection Displays

 

 Gift Card

Transparent holiday gift card.
Holiday gift card with die cut cover.
 
Target holiday gift card with Tord Boontje artwork.
 

 Press Kit

Press kit book, envelope and CD decorated with die cut and printed holiday patterns.
Tord Boontje press kit cover artwork.
Press kit cover and wrap detail.
Press kit cover detail.
Press kit introduction and candelabra product spreads.
Studio Tord Boontje spread.
 
 

Catalog

2006 Target holiday catalog cover wrap featuring silver and red pattern.
Catalog wrap pattern detail.
Holiday catalog product page photographed on a Tord-themed set of winter trees and floating swans.
“Make the season shine” catalog page.
Cameras featured in a wintery scene.
 
 

TV Commercials

Click to watch.

Click to watch.

 
Target holiday commercial with Tord Boontje.
Target 2006 holiday commercial with lake and swans.
Target holiday commercial with ornamental stag.
 
 

Related Work

 

Taking Holiday For A Spin.

Setting The Scene.

 
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