What We Build How It Works Work About Pricing Contact Email Us
Work
CASE STUDY

Target by Design

Target took over the New Museum for an immersive look at its design legacy. Working with Something Special Studios, we built what every guest moved through, from the first reservation to the front desk.

Client
Target
Partner
Something Special Studios
Venue
New Museum, New York
Year
2026
A gallery at the New Museum hung with oversized Target objects above a row of seven doors
THE PRODUCTION

A museum takeover, open to the public.

Seven doors, a mirrored bullseye room, a hall of hanging objects and a live customization bar, staged across the New Museum during New York Fashion Week. It was open to the public and built to draw a crowd, so it ran on timed entry. Every guest needed a reserved window, a ticket, and a quick way through the door.

An open door revealing a glowing red room
An open door revealing a red gown in a lime-green room
An open door revealing a long corridor of grocery shelves
WHAT WE BUILT

Everything between the invite and the front desk.

Built to Something Special's design and run live for the length of the event.

The Target by Design RSVP site on a phone

Reservations

A branded RSVP site where guests chose a day and an arrival window. Windows closed as they filled, and a waitlist took over when the event did.

A QR ticket email confirming a guest's arrival window

Tickets

Every reservation sent a QR ticket the moment it was made. Guests could move their window or release their spot without contacting anyone.

The door scanner, ready to read a guest's QR code

The door

Staff checked guests in by scanning tickets on their own phones. Every scan was matched against the live list, so each ticket worked once.

The production team's live event dashboard

Live operations

A private dashboard for the production team, with the guest list, arrivals by window and the waitlist updating as the doors opened.

The Target by Design front desk, four numbered check-in stations in the museum lobby
The front desk. Guests arrived in their window, showed a ticket and were checked in on the spot.
THE EXPERIENCE
A red-carpeted gallery of Target design history
The Target by Design wordmark on a gallery wall
A mirrored room of red bullseye spheres
The live customization bar with heat presses
Client
Target
Partner and site design
Something Special Studios
Reservations, ticketing and check-in
Vowel Labs
Photography
Courtesy of Something Special Studios

Have a production coming up?

Tell us what you're building See all work