Open House 2.0

Open House is Target's acclaimed retail lab in downtown San Francisco. The store serves as an excellent way for our team to test and iterate on new concepts, introduce emerging products to the retail environment, host events, and gather guest feedback. The store underwent a major renovation in early 2017. One of my main roles includes creating, editing, and deploying weekly updates for the bulk of the store's digital content using Adobe After Effects, XML, and Unison's custom-built content management system. I also work closely with a small team of engineers, designers, merchants, and project managers to ideate, design, iterate, and implement new experiences and proof-of-concepts in the store.

The Playground

The Playground is the area guests see first when entering the store from the main street. Here, smart products are displayed alongside their apps. In addition, a screen (either an iPad or a large wall display) provides additional in-depth product content. This setup invites guests to experiment with and learn more about all of the products.

The Rooms

The acrylic house contains three rooms: Living Room, Bedroom, and Kitchen. The rooms present dozens of products and how they interact to create a holistic smart home experience. Guests personalize their experience from the kiosks.

The Garage

The Garage hosts very new products - including those that are in the earliest stages of development. The Garage offers a great way for new startups to get real feedback from users during product design and development.

The POS

Open House is a store! All of the products - with the exception of pre-market prototypes that might be in the Garage - are for sale. Guests can experiment with, learn about, and buy smart home and connected products with increased confidence.

Media credit: Local Projects + Target

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