Beach Bungalow Event & Activation

Target becomes a beach town to get guests into a vacation-state-of-mind. Guided by an energizing cabana stripe, the store transforms into a connected summer journey, leading guests through familiar beach-town spaces that build excitement for the season.

Beach Bungalow Event was created as a signature moment within that experience. Designed as a tiered summer event, it layered interactive touchpoints, playful surprises, and moments of delight at the front of the store. The objective was to amplify joy, inspire discovery across priority categories, and invite guests to slow down and stay longer. I led the creative direction from strategy through execution, shaping an experience that felt immersive, elevated, and unmistakably Target at scale.

The Big Idea

A beach town, built to scale.

The event unfolded as a guided journey, layered seamlessly into the natural rhythm of the store and designed to invite guests deeper without disrupting their shopping flow.

Key moments included:

• Front of Store: A welcoming, high-energy moment that signaled something special, with playful giveaways and light personalization.

• Food & Beverage: Summer snacks and sips brought to life through sampling and easy, basket-building treats.

• Beauty: Approachable suncare discovery grounded in real summer needs.

• Social Moments: Photo-worthy touchpoints designed for sharing.

• Takeaways & Giveaways: Branded items that extended the vacation-state-of-mind beyond the store.

Designed to flex across store formats, the experience felt elevated at flagship locations while remaining cohesive, accessible, and repeatable at scale. Together, these moments formed a connected system that balanced inspiration with ease and reinforced Target as a destination for summer joy.

Tiered Execution

Beach Bungalow was designed to scale through a clear, tiered model that balanced impact with operational ease.

• Flagship (1 store):
  The most expressive version of the experience, built to generate buzz through elevated front-of-store moments, personalization, sampling, and highly shareable touchpoints.

• Elevated (30 stores):
  A refined takedown that preserved the core experience while simplifying execution, maintaining interactivity and delight at a more efficient scale.

• Scaled (169 stores):
  A streamlined expression focused on reach, with cohesive graphics and joyful takeaways that ensured consistency across the broader footprint.

Across all tiers, a shared visual language and connected storytelling ensured the experience felt cohesive, intentional, and unmistakably Target.