Target Lights Up The Standard

A group of 12 demonstrators outside Target’s Kaleidoscopic Fashion Spectacular Wednesday protested the company’s contributions to the Minnesota Forward, a political group that supports an anti-gay marriage gubernatorial candidate.


Target’s Kaleidoscopic Fashion Spectacular at The Standard Hotel



Still, New Yorkers including actors Mary-Louise Parker of “Weeds” and Penn Badgley of “Gossip Girl” reveled as the retailer lit up The Standard Hotel to celebrate its fall lineup.

“We wanted to raise the traditional runway show up to the sky,” said Shawn Gensch, Target’s vice president of marketing.

For 20 breathtaking minutes, 66 dancers busted a choreographed move in various hotel windows, while 156 LED lights simultaneously flashed in 155 rooms of the building’s southern façade. Viewers, with and without binoculars, oohed and ahhed even though the dancers were off in the distance.


Models present creations from Target’s fall line as rooms in The Standard hotel are lit for a light show during the company’s “Kaleidoscopic Fashion Spectacular.”



How much did it all cost? Target wouldn’t say. At the starting rate of $295 a night, renting just the rooms would be more than $45,000.

“It’s spectacular and kaleidoscopic,” said Mr. Badgley. “I don’t think that I’ve ever seen anything quite like it, and I’m still not quite sure what to make of it.”

—Priya Rao


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