Role: Associate Creative Director, Art Director
Phases: Strategy, Concept, Design, Production
Target Open House, is an immersive retail experience in downtown San Francisco, CA where visitors can learn about the emerging category of digitally connected home products known as the "Internet of Things".
At the center of the experience is an interactive, full-scale model of a Victorian style, San Francisco apartment made entirely of transparent acrylic and lit with digital projection. The space is complete with living room, bedroom, nursery, kitchen, and garage all fully furnished with transparent furniture and a variety of innovative smart products.
The movement of visitors through the space triggers the products to explain their benefits, iPad stations navigate stories of how the products work together to solve household problems, and interactive touch tables in the adjacent space let visitors to dive deeper into each individual product.
As Art Director I led our multi-disciplinary team to concept, design, prototype, produce, and install the experience. Our team developed everything from concept through execution including architectural design, interaction design, visual design, copywriting, and software development.