>> Last night saw crowds on New York's West Side craning their necks in awe while Target's twenty-minute-long Kaleidoscopic Fashion Spectacular took place. The mass retailer rented out 155 rooms — the entire south side of the Standard Hotel — and took advantage of the building's floor-to-ceiling glass, illuminating the windows to reveal 66 dancers performing a choreographed dance. The light show and dance sequences portrayed everything from a growing green vine, to lightning and rain, to a tie-dyed rainbow of colors before finally ending to applause in a red Target bullseye.
Among the audience were Prabal Gurung, Richard Chai, Georgina Chapman, who is due with her first child any day now (and still plans to be at Fashion Week), and reportedly Phoebe Philo. Target is clearly working on upping its image — and last night's display seemed a success, based on the enthusiastic audience reaction. It's also partnering with Gilt Groupe for the first time, allowing its collaboration with Mulberry (see images here), which doesn't hit Target stores until Oct. 12, to be sold on Gilt tomorrow, Aug. 20, in limited quantities.
A video of last night's light show, below.
The video! »</p>