To launch Target's healthier, hand-picked ‘Made to Matter’ product collection, we created “A Garden That Matters" – an immersive, bulls-eye-shaped, physical-meets-digital public garden that sparked a conversation around what really matters. True to the natural way in which Made to Matter products were developed, the experience invited guests to roam nature’s aisles. Product samples were, literally, part of the environment: product bouquets sprung up in low parts of the hedge for guests to “pick.”
Guests’ answers to the question “What matters to you?” were live-sketched by digital artists and given to them as a personalized piece of poster artwork, and later repurposed by Target into advertising content.
Picture frames were built into the environment for natural social sharing.
