Smart Home at Target

Electronics Category Reinvention

Smart home gadgets can make any home more connected—giving you more control to set a mood, stay in touch, and keep an eye on your space from afar. At select Target stores, an evolved Electronics category elevates Smart Home devices through brand features and voice commands.

In-store experience produced in collaboration with 10 Thousand Design.

My role: ACD, Target Creative Lead – Guide creative strategy, develop experience wireframes, and direct agency team on all assets (copy, photography, renderings). Co-create with internal partners in Store Design to align on fabrication of fixtures, lighting, and materiality, and collaborate with external vendor/brand teams to build content in complement to their brands (Google Nest, Alexa and Apple teams).

Experience at Scale

Translate the experience for a variety of store formats across the country.