Target / Australia
This was a great challenge for a great client. HMKM was brought on board to offer masterplanning and creative solutions to help transform Target’s traditional ‘shed’ retailing experience.
Target’s key objective was to create a ‘low cost, high impact’ design solution to both enhance the customer experience and differentiate itself from its competitors. Working with the existing architectural shell, HMKM created a flexible ‘kit-of-parts’ which could be implemented into any store format. An ever-changing inspiration gallery now greets the customer when they enter the store, creating a new heart to the space and setting the tone for the retail experience.
Circulation and sightlines have been clarified and enhanced to define the customer journey, with ‘cross’ routes through departments that signal a departure from Target’s more typical supermarket layout. A series of pavilions create focal points across the floor and allow for cross-merchandising and creative storytelling with updatable graphic panels and LCD screens. Technology plays a key role in Target’s new scheme – LCD screens and projected moving images strategically placed throughout the store provide a visual memo for navigation as well as allowing seamless brand communication