FAO Schwarz

Brand Shop-in-Shop

We set out with a goal to make the Toys category more immersive and to showcase premier brands in a big way. By centering the experience around a disruptive shop-in-shop, the Target guest would be transported to a “world of play” that was more theatrical and more inspirational for kids and parents alike. Brand beacons welcomed shoppers with bright lights and impressive scale, while dimensional set pieces and full-shelf toy display boxes encouraged discovery throughout the space.

In-store experiential activation 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 Visual Merchandising & Store Design to align on fixture set, product stories and lighting, and collaborate with external vendor/brand team to build content in complement to their brands (FAO Schwarz).

Aisle Reimagination

In an effort to scale the FAO Schwarz experience across all stores, Target unveiled an inline aisle redesign, built to showcase the magic behind the “FAO curtain.”

Holiday Focal

Our brands teamed up for the holidays to bring the magic of FAO into all Target stores. A curated collection of exclusive toys met guests in-store with an impactful focal display paired with an engaging shopping experience online.