Everyone knows Target to be this ordinary discount clothing brand, but what about when they take women, fashion and stop outside the runway into the box rather than out of it? This astonishing and beautifully executed live fashion show is simply mesmerizing to me along with the thousands who gathered to watch on the streets below. An ingenious way to promote a product, while engaging viewers in a tangible experience.
Target Kaleidoscopic Fashion Spectacular in New York City, was a collaboration between advertising agency Mother New York and media production company Legs Media.
According to a journalists Laura Neilson, "The 20 minute-long light show extravaganza featured dancers and models grooving in the window frames of various rooms, illuminated intermittently by colored flashes synched to original music written by Sam Spiegel (also known as Squeak E. Clean of N.A.S.A.). The event was intended as a celebration of the mega-retailer's fall 2010 fashion lineup, although we took the term "fashion show" pretty loosely, choosing to focus more on the "show" than the fashion. Truthfully, it was pretty hard to even notice the clothes given all the other sensational visuals.