The One Show
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Category
Consumer - Immersive / Retail
Annual ID
RE16013M
About the Work
The Internet of Things market is expected to grow to $1.7 trillion by 2020. To seize this enormous opportunity, Target asked Local Projects to design a store demonstrating how smart devices will change the world. The result was Target Open House, an unprecedented retail space in downtown San Francisco more focused on educating and engaging than selling. The centerpiece of the store is a translucent model home built entirely from CNC-cut acrylic. The transparent model home lets visitors see the invisible “conversations” the products have with each other.As visitors enter the house, motion detectors prompts greetings from the smart products in each room. Visitors can select vignettes telling stories of connected products working together to solve problems, like restless babies and the threat of burglaries. Each story was generated with live computer code instead of video, triggering products to turn on as the story plays out.
2016 Awards
Total Points: 5
Merit
Credits
Design Firm
Local Projects / New York
Art Director
Paul Hoppe
Alex Marse
Executive Creative Director
Jake Barton
Writer
Nathan Adkisson
Agency Producer
Marijana Wotton
Kat Kim
Creative Team
CJ DiMaggio
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