Holiday Lighting for Target Stores

PRG has the know-how to turn designers’ visions into reality.

The Challenge: Use theatrical lighting effects to create a magical holiday fantasy in a busy retail environment.

The Solution: Loyal shoppers equate Target stores with high-quality design -as well as imaginative advertising. Adding to the buzz for their 2006 holiday line by famed Dutch designer Tord Boontje were spectacular projections of Boontje’s delicate woodland snowflake silhouettes across the walls of two of the retailer’s busiest stores, in West Hollywood and Chicago.

PRG worked with lighting designer Michael Murnane of Footcandles, LLC, to provide projection solutions that realized Murnane’s creative vision while meeting widely different technical challenges at the two stores.

In suburban West Hollywood, PRG set up three PIGI projectors on the roof of a shopping mall across the street, aiming the images at two sides of the Target store to create an arresting evening-hours display.

In Chicago, the complexities of the store’s downtown Loop location made it impossible to project onto the outside walls, so PRG equipped the store’s atrium entryway with five Vari*Lite® moving fixtures powerful enough to fill the vast space with softly drifting images during the store’s day and evening hours.

In each installation, PRG extended long power lines to run the theatrical lighting instruments. At the Chicago store, the line ran inside the ceiling, reaching almost 700 feet from the rear of the facility to the atrium.

Both locations also required extensive project coordination and permissions from multiple sources, says Murnane. “Our PRG account executive was our champion and a tremendous help,” he recalls. “His technical knowledge and his communications skills really made the difference for us.”