Case Studies

Bullseye = people

Target Corporation’s Owned Brand Vendor Conference, which brings together all of Target's owned brand vendors and features Target’s branded products, is all about human interaction. Target looked to Star to help create an environment that would facilitate communication, partnership and relationships.

To feature Target’s branded projects, we made a portion of the large convention center floor feel very un-conventional and un-tradeshow, a place for people to pause and recharge their phones and themselves, talk casually about their businesses, and have some fun. The “Circle-Dot-Live” area was a giant inviting circular space in the ballroom, with a smaller circle within. (From a bird’s eye, a bullseye.) The warm lounge featured relaxing chairs, lounges, passive entertainment such as monitors showing the history of Target Corporation, opportunities to ask questions about the brand, and a chance to have a picture snapped with Bullseye, the Target dog! In the very center, a retail area for purchase of Target-branded products, connected the powerful brand to the people who matter.