Target’s 'Wonderland' is more than a holiday pop-up

Target Corp. has opened a 16,000-sq.-ft. space in New York that is part store and part holiday playground — and a testing ground for merging physical and digital retailing.



In a report by the Minneapolis Star-Tribune, Jeff Jones, chief marketing officer, said Wonderland is “a continued evolution for us to think about what physical shopping is like when we blur the lines with experience and digital layers.”



Located in Manhattan's Meatpacking neighborhood, the pop-up features ten larger-than-life displays, or what Target calls “spectacles,” including a jumbo Etch-a-Sketch, a Christmas tree made from 320 green-foam Hulk Hands, and the S.S. “Free Shipping” LEGO pirate ship which figures prominently in Target’s holiday advertising.



Entering the space, visitors receive a custom lanyard and a digital RFID “key.” Shoppers can use the key to scan the mini bullseye tag that is located on the products featured in the store, adding the items to a custom digital shopping list. When they are ready to leave, shoppers can check out and purchase anything they added to their list.

Target Wonderland is open to the public from Dec. 9 through Dec. 22.