In honor of Target's Go International Designer Collective's 5-year anniversary, ExtraExtra created a cohesive and interactive event with multiple facets that engaged consumers and excited everyone from
high-fashion personalities and celebrities, to die-hard style guests. The
evening included an exclusive sit-down dinner served at The Breslin and
cocktails in the Ace Hotel lobby, along with several live performances
including Mia Moretti and Caitlin Moe, Santigold and surprise act, Sheila
E! ExtraExtra worked closely with
Opening Ceremony to transform their Ace Hotel store location into an exclusive
Target retail experience. After posing on the custom Target-branded step and
repeat, guests entered through Opening Ceremony were they were invited to shop
the entire Target Go International collection.
Drawing inspiration from the Go International travel theme, each element of the event was complimented by custom, thematic pieces that subtly transformed the Ace Hotel into a full-blown designer destination. Everything from custom-built vintage suitcase bar tables to neon directional signs were incorporated to accentuate the Target Go International aesthetic. In addition to the event, the celebration continued online through the Go International strategic social media platform that offered live content and viral videos that celebrated the spirit of Go!
ExtraExtra designed a stage backdrop built from neon directional signage, as well as custom-printed road signs with all Target Go International designers represented. This design concept was also incorporated into the animated e-vite that was sent out to all guests.
Dinner guests were greeted to The Breslin by a simple entrance marked with a red bullseye glowing inside of the weather doors
As guests entered the lobby from the Opening Ceremony store, they were directed via a standing sign post with all 17 designers humorously replacing city directions and distances
Opening Ceremony, located in the Ace Hotel, was transformed into an exclusive travel-themed destination for the evenings guests to shop the Target Go International Designer Collective line
The Bad News Girls took to the floor for a choreographed dance performance. The girls wore a Luella Bartley dress from the Go International collection!
Two of New York’s most notable nightlife scenesters, DJ Mia Moretti and violinist Caitlin Moe opened the performance portion of the evening
Headliner Santigold performed to an intimate crowd
Sheila E. shocked the crowd as a surprise musical guest!
Mannequins standing nine feet tall decorated the lobby of the Ace Hotel wearing pieces from Target Go International collection
Target’s fashion spokeswoman, Nina Garcia posing for the press
Liv Tyler and Chloe Sevigny stop to pose on the custom-designed step and repeat