Target asked Tord Boontje to design the Christmas experience for 2006. This resulted in a collaboration in which the studio designed 35 products, packaging and graphic design, including all catalogues and store graphics. We also designed the store environments that went into over 1,400 Target stores and worked on the art-direction for 5 television commercials and catalogue photography.
This was the first time Target has collaborated in such a holistic approach with any designer.
The inspiration of this collection was a desire to awaken the senses and a longing for a warm, festive season with friends and family. I always start designing by asking myself, what would I really like to live with. In this case, it led to objects which are either great gifts or that can bring wonder and fantasy into everyone’s home and create a very festive, warm, romantic atmosphere; a house filled with illumination and good feelings.