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Target Wonderland, New York Target Wonderland, New York
Target Wonderland, New York Target Wonderland, New York
Target Wonderland, New York Target Wonderland, New York
Target Wonderland, New York Target Wonderland, New York
Target Wonderland, New York Target Wonderland, New York

Winter wonderland

By Victoria Buchanan 22 : 12 : 2015 Target : Wonderland : New York

New York – Target Wonderland merges the best of physical and digital retail, just in time for Christmas. 

  • The experimental space is dedicated to testing concepts that could be rolled out across stores
  • The 16,000-square-foot ‘retail spectacle’ is free to attend and open to the public

The Christmas-themed pop-up, which features 10 displays, includes an ice palace from Frozen, a ship made entirely out of lego and a giant race track. Children can also Skype Santa to put in a present request or use an iPad to create personalised ornaments.

Visitors receive a radio-frequency ID (RFID) tag upon entry that can be used to interact with the displays. The device also doubles as a virtual shopping basket, enabling customers to tap the brand’s bullseye logo at various touch points in the store to buy products as they browse.  

The Big Idea

Retail spaces are evolving to become places of learning and inspiration. For more on how brands are injecting revelation and exploration into the retail experience, read our Explorium Retail microtrend.

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