Target Wonderland Holiday pop-up store: also a glimpse at the future

Article published on 12/15/2015 - Way of consumption - New technologies - Leisures

Target unveiled its Christmas pop-up store in downtown Manhattan last week, but this playground is also a test ground for future retail services.

Target Wonderland is located 2,541,452 miles away from Santa's workshop in the North Pole, so if you're not hanging around in the North Pole right now, New York is the alternative. Target just opened its 16,000 square feet pop-up location to offer a free family-friendly experience. Entering Target Wonderland is kind of like getting inside a huge Christmas magic lollipop. For your kids -and the one inside you-, a day may not be enough to enjoy the numerous spectacles. There's the famous Lego pirate ship, a drone area, a giant Etch A Sketch, a Christmas tree made with Hulk fists, a race-track for cars, ball pools, a “Frozen”-like castle to get glitter tattoos and many other funky displays.

But Target Wonderland is more than "just" a fantastic playground. As the company said: “Target Wonderland combines physical and digital shopping in exciting new ways, giving guests a peek at the future of retail, imagined by Target”. Once in the store, customers receive a custom lanyard along with a RFID (radio-frequency identification) key to scan and add the items they like to a digital shopping list. At check-out, they can review their order and choose which items they want to buy or not from their list. At this point, shoppers just have to wait at the fireplace until their purchases are delivered down the chimney.

  • Target Wonderland, 70 10th Avenue (at West 15th Street), New York City
  • Open from Dec. 9 through Dec. 22
  • Monday to Saturday, 10 a.m. to 8 p.pm.
  • Sunday, 10 a.m. to 6 p.m.

Photo: Target Corporate

Article written by Cécile Lessard
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