Target takes to the High Line for Marimekko

Target Corp. is hoping New Yorkers and tourists alike will come out to help it celebrate the launch of its next limited-edition collection — Marimekko for Target.



The retailer has installed a series of playful, multi-sensory and interactive displays along Manhattan’s High Line walkway. And in a pre-sell, select pieces from the 200-item collection, which launches April 17, are available for purchase at two locations on the High Line. (The High Line is a 1.45-mile-long linear park built on an long-abandoned freight rail line elevated above the streets on Manhattan’s West Side. Opened in 2009, it is one the city’s most popular attractions.)



In place from April 8 through April 11, the installations include three larger-than-life structures covered in the Finnish brand’s signature bold prints. The displays include “Appelsiini Soundboard,” a giant soundboard on which pedestrians can dance. The dancing, in turn, activates music whose volume grows louder as more people dance.



Another installation features six swings inside a huge round ball. The display includes a slow-motion video option for social sharing.



For a Q&A with Todd Waterbury, Target’s chief creative officer, on the High Line installation, click here.