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Sonia Kashuk Bath & Body
C: 646-245-2749
Above: Mood board images, by others
Left: Initial rendering, by others
SONIA KASHUK FOR TARGET BATH & BODY LAUNCH EVENT VANDERBILT HALL, GRAND CENTRAL STATIONNOVEMBER 4, 2013
MOOD BOARD
Project:- Design a pop-up store for Target's Sonia Kashuk Bath & Body product line with David Stark Design.
The concept for this event was to create an exciting and whimsical installation of an enormous bubble bath in Vanderbuilt Hall, Grand Central Terminal. We erected a 40' x 40' x 25' truss to hang thousands of large balloons to surround a custom-built, tile-covered product display.
Project Duration: 12 weeks (design), 2 weeks (fabrication), 1 day (event)
Hashtag: #SKBody, #TargetBeauty
Project Team: David Stark (Creative Director), Juliana Jaramillo (Design Director), Melissa Gamwell (Designer), Scott Sanders (Technical Director), Roy Lorieo (Technical Designer)
SONIA KASHUK FOR TARGET BATH & BODY LAUNCH EVENT VANDERBILT HALL, GRAND CENTRAL STATIONNOVEMBER 4, 2013
Sonia Kashuk Bath & Body
C: 646-245-2749
43'-1
"6'
-11"
6'-1
1" 43'-3 3/8"
20'-0
"36
'-0"
38'-0"
F.E. F.E.
F.E.
F.E.
F.E.
F.E.
6'-0
"
350 lbs150 lbs
225
lbs
250 lbs 250 lbs
225
lbs
8' TALL PIPE & DRAPESTRUCTURE
PLYWOOD WALLSFOR CASHROOM- 40 LBS
(24) LOW MDF STANCHIONS- 10 LBS EACH
(9) TALL STANCHIONS- 20 LBS EACH
(2) REGISTERS- 75 LBS EACH
CASH WRAP &TABLE
- 35 LBS
BEAUTY TABLE -25 LBS PRINTER BOOTH
(Digital Printer Booth, Hashtag Priniter,(2) Scoial Media Kiosks)- 250 LBS
STORE DISPLAY, IN6 PIECES
BATH TUB AND PLATFORM- 300 LBS
CASH BACK- 30 LBS
Sonia Kashuk for Target Bath and Body LaunchVanderbilt Hall - Grand Central TerminalNovember 4th 2013
DISPLAYPEDESTAL
- 20 LBS
A5 DECOR PLAN - EAST SIDEIssued: 9-27-13Revised 10-29-13
(2) GRAPHICSTANDS
- 25 LBS EACH
Above: Initial elevation of the activation. Above: Doing an event in a landmarked building like Grand Central Terminal requires multiple rounds of drawing submittals and approvals. The building's engineer had to approve the load on the centruy old floor and the egress for visitors and staff in case of an emergency.
Sonia Kashuk Bath & Body
C: 646-245-2749
SONIA KASHUK BATH AND BODYVANDERBILT HALLNov. 4th, 2013
Drawn by:Roy Lorieo
(718)-925-4202, Int. 237
CENTER PRODUCT DISPLAY - BEAUTY WALL
NOTES:- 1/2" CDX CONSTRUCTION UNDER ALL TILE- 3/4" ACX FOR ALL PAINTED AREAS- 4 1/4" TILE (4 3/8" SPACING)
"D""A"
EXPLODED PLAN
EXPLODED ELEVATION
8 3/4"
12 7
/8"
12"
48 1/8"
39 3/8" 4 3/8"4 3/8"
118 1/8"
109 3/8"4 3/8" 4 3/8" 8 3/4"
17 1
/4"
85 1
/8"
2"
56 7
/8"
15 1
/8"
16"
6"
6"
6"
6"
5 1/2"
5 1/2"
5 1/2"
5 7/8"
COLUMNS OPENON TOP
9 7/8"
7 1/2"
7 1/2"
7 1/2"
6 1/2"
10 1/2"
TYPICAL SECTION
OPEN UP BACKFOR ACCESS
PAINT 2"KICK WHITE
3/4" THICKSHELF
1 x 2
REGULAR TILE
BULLNOSE
1/2" CDX
3/4" ACX
DEEP SECTION
3/4" THICK SHELF
1 X 2 FACE
16"
The Central Product Display had to load-in from the street through two standard double-doors and be built in one day. The 9' W x 15' D x 7' H unit was built in ten separate units and assembled on site. All decor had to be searched by bomb-sniffing dogs upon load-in.
Sonia Kashuk Bath & Body
C: 646-245-2749
Rear WallBeauty Wall
183 3/4" 109 3/8"
SHOWER CAP
EXFOLIATING MITTEN
LOOFAH
SHOWER BRUSH
LIPSTICK
EYE PALETTE
TRAVEL BOTTLE CLUTCH"SQUARED AWAY"
POUCH"TOTALLY ORDERLY"
GREEN BAG"COMPLETELY ORGANIZED"
BRUSH SET
XL ORGANIZER"COMPLETELY ORGANIZED MAXI" 4X6" PRICING SIGN
5x7" PRICING SIGN
SONIA KASHUK BATH AND BODYVANDERBILT HALLNov. 4th, 2013
Drawn by:Rosie Li
(718)-925-4199, Int. 235
PRODUCT KEY
Sonia Kashuk Bath & Body
C: 646-245-2749
SONIA KASHUKVANDERBILT HALLNOV. 4TH, 2013
SONIA KASHUKVANDERBILT HALLNOV. 4TH, 2013
6Above: Rendering of the activation, showing the truss, balloons and front facade graphic. I built this model to accurately represent the balloon density and view of the installation from the 42nd street entrance of Vanderbilt Hall.
Above: Rendering of the centeral display.
Sonia Kashuk Bath & Body
C: 646-245-2749
For this one day event, Target wanted to highlight the rollout of Sonia Kashuk's new line of products. There were four product lines based around four new scents. There were also bags, luufas, sponges and other accessories.
Sonia Kashuk Bath & Body
C: 646-245-2749
Above left: A beauty station for product testing.
Left: Brand Ambassadors encouraged visitors to try the products.
Above right: We built a custom Cash Wrap for the check-out area.
Right: Initial sketch for the Cash Wrap.
Photos by S. Montagna
Sonia Kashuk Bath & Body
C: 646-245-2749
There was a huge amount of interest into this event. Passers-by stopped to photograph the installation and check out the products. The store was built over the weekend so that it would appear unexpectedly on Monday and be gone by Tuesday.
A live model lounged in the bathtub in the center of the installation, to draw interest and to underscore the idea that the balloons were soap bubbles cascading from the ceiling.
Above: There was constant foot traffic during this event with people regularly stopping to photograph the installation.
Left: Passersby stop to snap a quick picture.
Right: Live model relaxes in the bathtub.
Photos by S. Montagna
