Project brief: We were asked to create a brand experience for the Target Chalet at the 2010 Winter X Games. Along with Target athletes Shaun White and Simon Dumont, this experience is shared with the action-sports industry. During the five days of the event, the Chalet acts as a home to the athletes and a place for meetings and industry gatherings.

Approach: Given the nature of the Chalet, we embraced its design and scale to develop a plan that would work with both a print and a sculptural component. Art was created from the influential cultural qualities of the house, which allowed it to feel like it was a part of the space rather then competing against it.

Effectiveness: The design helped bridge a gap between Target and the industry by creating pieces that add to the industry versus trying to become a part of it. In this way, Target can remain authentic but still be relevant. These materials established an environment for Target during the week of events. Within this environment, Target plays host to athletes, media and various other companies that make their way into the space for gatherings and meetings. The design work created for the Winter X Games speaks to the Target brand but also to the industry of action sports. It’s an interesting blend of retail and culture that works very well when the brand doesn’t force itself in but rather adds to it.