Target makes conspicuous splash with carnival-esque NYC opening

DSN Retailing Today, August 2, 2004 by Emily Scardino

BROOKLYN, N.Y. -- Average store launch it was not. Target threw a bizarre by-invitation-only party in its new Atlantic Avenue store in Brooklyn, N.Y. preceding its July opening. Featuring an exotic array of entertainment and celebrities, it was clearly designed to attract attention as Target opened a number of stores in the Tri-State area. The Coney Island Circus Sideshow provided local color, lending a surreal aspect to the festivities as sword-swallowers and snake-charmers performed death-defying feats alongside boxes of Ritz crackers and cases of Coke.

"We wanted to provide entertainment that highlighted the heritage of the Brooklyn location," said David Lynch, area pharmacy manager for Target, who was in attendance with his daughter.

Other touches, from the beverages--Brooklyn Pilsner--to the eats--hot dogs and popcorn--also emphasized the hometown atmosphere. The famed Double Dutch jump rope team was there, and Target made a note in the invite that a portion of the night's proceeds would be donated to local organizations including the Brooklyn Academy of Music.

The party seemed crowded at times, another feat considering the 192,000-square-foot space. Attended by a variety of media outlets, the splashy event should have a ripple effect on publicizing the other new stores in Connecticut and New Jersey, including a Jersey City, N.J., store at the mouth of the Holland Tunnel leading from Manhattan. While the Jersey City location is technically the closest Target to Manhattan to date, with only a 10-minute PATH train ride away from downtown, Target decided to throw its shindig in the Brooklyn store instead. Brooklyn's reputation for being hip and cool was an obvious reason for reputation-conscious Target's choice of venue.

Downtown celebrity comedienne Sandra Bernhard served as master of ceremonies for the July 20 event, which lasted from 8 pm to 11 pm. It successfully attracted celebrities, including actor Alan Cumming and actresses Maggie Gyllenhaal and Chloe Sevigny, who showed up to visit her DJ brother, Paul Sevigny, as he spun tunes throughout the evening. The rest of the crowd included models, stylists and assorted fashion people. Termed a "shopping party" in the invitation, with 10% off on all merchandise, there was a steady flow of customers at the registers.

Some of Target's top celebrity brand partners were also in attendance, including clothing designers Isaac Mizrahi and Cynthia Rowley, with her fashion jewelry, intimates, sleepwear and home decor items remain a growing part of assortments. Make-up artist Sonia Kashuk, whose line of cosmetics and fragrances has been a success at Target for years, was also on hand.

The mall-based, multilevel location of the Atlantic Avenue store is similar to Target's Queens Center location in Elmhurst, N.Y. Similarly; the store's neighboring tenants include a DSW Shoe Warehouse and a Bath and Body Works.

Not for nothin', but streetwise New York consumers know that just saying a store is cool don't make it so. As a result, Target is bending over backward figuratively--as the Coney Island Circus contortionist did literally--to make sure its image lives up to expectations.