For one day only, Midtown Manhattan got a Target and a Neiman Marcus, all rolled into one. To promote the collaboration between the two companies, called Holiday24 to represent the 24 participating designers, Target and Neiman Marcus opened a pop-up shop on Fifth Avenue between 44th and 45th streets, just a few blocks from Bryant Park.
The collaboration is the latest in a string of Target designer collaborations, but this one is specifically geared towards holiday gifts by designers from Carolina Herrera to Rag + Bone, ones that are fashionable enough for Neiman Marcus but at Target prices, with most items less than $60.
Wedged between a Chase bank and an office entrance, the pop-up opened into a museum-like space decorated with artistic photographs of the designers. Upon entering, shoppers got two cards, each of which entitled them to purchase up to five items – so every shopper could buy ten. Rick Olson, Manager of Special Events and Crisis Management for Target, said that this limit was to ensure that supplies lasted through the end of the day – something that did not happen in September 2011, when Missoni for Target’s New York pop-up shop sold out within an hour of opening. “It was really a way to try and give everyone a chance to explore the line,” he said, and mentioned that in the morning shoppers were limited to five items, before they increased the limit to ten in the afternoon.
Olson praised the set-up of the shop, which had the products on the second floor and registers on the first floor to help organize shoppers and decrease crowding. “It’s an easy way to get purchases,” he said.
Shoppers seemed to enjoy the sumptuous atmosphere, with black carpeting and low lighting. Katie Becker, the beauty editor at “W” magazine, stopped in to check out the clothing by Lela Rose and hoped to pick up some Christmas gifts. “It’s small,” she said of the store, “but nice and relaxed, which makes me more likely to buy something.” She wished there was a larger clothing selection, but said, “in terms of holiday gifts, it’s… a fun range.”
Lauren Song, a print designer at Oxford Collections who helped work with parts of the print designing for the collaboration, also found the array of products was attractive. “It’s a bigger range than [previous collaborations]”, she said, citing Jason Wu for Target, which was focused on womenswear. She came with two co-workers, Anna Ewing and Tiffany Liu, to browse after lunch. “It’s a cool idea to have the pop-up shop,” said Ewing, and Liu added, “It’s nice to showcase the designers in this way.”
The collection will be available starting December 1 at all Target and Neiman Marcus stores, as well as online.