Come Along With Me: Target by Design’s NYFW Party at New Museum
From archival collaborations to customizing the classic tote, the retailer put its full design DNA on display.
NYFW surely has no shortage of beautiful things behind glass cases or on the runway. But it’s times like these we often forget: some of the most carefully considered items are those we handle every day. Last week, Target took over NYC’s New Museum for Target by Design, an immersive two-day pop-up celebrating its love affair with everyday design and the creatives pushing it forward.
The experience began straight out of the elevators, kicking off with a trip through Target’s archives. A kinetic archival installation spread throughout the first room, and I explored some of the brand’s most memorable products and collaborations through the years — from 2010 garments by Jean Paul Gaultier, to Michael Graves’ 90s homeware collection, and, of course, the iconic red shopping bag.
For the occasion, Target handed over its classic tote to a collective of creative leaders, debuting designs by Public School, Daniel Arsham, Chloë Sevigny, Venus Williams, and more. With the artists’ touch, the humble shopping bag became everything from a sculpture, a statement piece, or an elevated basic.
Guests could have a go at creating their own bags at a customization station nearby. Inspiration from KBB by Kahlana Barfield Brown and whimsy from Laila Gohar came through when it came time for my design. The details made it personal: a custom line-up of pins, print overlays, lanyards, and charms. I wanted the finished piece to feel personal and playful, with nods to the bag’s nostalgic heritage design.
DJs SOFI TUKKER, Louise Chen, and Amrit Tietz carried the evening, while cocktails and bites made their way through the floor. The dance floor doubled as additional installations, turning the typical Target retail experience into surreal encounters, like a mirrored selfie room made up of self-checkout cameras, or another where Bullseye the Oracle read my shopping fortune.
By night, the Target by Design crowd simmered back into the bustle of Fashion Week, bullseye totes slung over my shoulder. And while a classic is a classic for a reason, it’s nice to remember there’s always room for a little reinvention.
