The hip and successful, if downscale, fashion purveyor rented all the rooms on the south face of the architecturally spectacular hotel that straddles the High Line, a set of defunct railway tracks turned into an above-ground park in Manhattan's Meatpacking District. For one night only, Target transformed the rooms of the hotel into a Spielberg-worthy light, fashion, and dance spectacular.
"It's a really fun twist on a traditional fashion show," explained Trish Adams, Sr., Vice President of Merchandising, Apparel and Accessories for Target. "Yes, we rented the hotel, we booked the rooms, and it is a fashion show and light show choreographed to music with 66 dancers working in the windows of the hotel rooms with a runway show at street level."
For celebrities such as Mary-Louise Parker of "Weeds" fame, "Gossip Girl" hunk Penn Badgley and 30 Rock's Katrina Bowdin, grandstands cushioned with yellow pillows were built across the street from the edgy-stylish Standard Hotel Biergarten. And a tower modeled after the hotel was added as a runway for models wearing Target fall fashion.
But, do the glitterati even shop at Target? Apparently, yes. "I shop there for the entire family," admitted Nina Garcia, a judge on "Project Runway," now pregnant with her second child. And as for Garcia herself, "I love Liz Lange," she said, referring to the queen of maternity wardrobe, who designs that entire Target department.