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Giant digital installation anchors Phillip Lim for Target NYFW event

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Target hosted an event at New York Fashion Week last night to celebrate the forthcoming launch (September 15) of its 3.1 Phillip Lim line.

Hosted at the new Spring Studios, the party centred around an enormous digital installation – the Stylescape, which is the longest-ever created cinemagraph in fact, comprised of multiple interactive components.

You could blow on a pin-wheel to make a gust of wind breeze across various components on the screen, pull on a cord to see fireworks light up the sky or a string of fairy lights illuminate, and even jump on a spot to get Phillip Lim to turn round from a park bench and smile for your picture. Other sections saw the crowd dancing with one of the virtual models, or giggling as a dog appeared behind a counter.

The initiative took over four months to produce, Refinery29 reported. It was created across six cities, representing a full day-to-night span from one end to the other. It kickstarts with early morning in LA, crossing through Dallas, Toronto, Chicago, and Miami, and wrapping up with a 5am cab in NYC.

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By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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