Target holds high-line pre-sale for Marimekko

Target (NYSE:TGT) is pulling out all the stops for its latest designer collaboration with Marimekko. The retailer is previewing and pre-selling some items on New York City's High Line.

The Marimekko for Target collection debuts in stores on April 17, and the retailer has created an installation on the High Line to show off the collection and encourage shoppers to be part of the social media campaign.

Marimekko's collection features more than 200 print-centric pieces that span outdoor decor, furniture and entertaining, beach and swimwear. Prices range from $7.99 for sunscreen to $499.99 for a brightly colored paddle board. Most products are under $50.

The Finnish brand is known for its brightly colored textiles and this collection is no exception. For the High Line promotion, shoppers can go inside a giant version of the colorful pouf, dance on the printed soundboard and swing on a set of Marimekko-print swings.

Target said the entire space is designed to encourage social sharing with Instagram-worthy backdrops and celebrity guests.

"We love it when we get to host events to launch product lines and partnerships. Since these usually happen in one location, we wanted to make our events available to as many as possible and Social is a great way to expand the experience," said Todd Waterbury, chief creative officer at Target. "That's why we've made each of the three main Marimekko activations—the swings, the soundboard and the pouf—easy and fun to snap and share."

For more:
- see this Target A Bullseye View blog post

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