Target Soho - Coffee Cart
Retail Opening · Experiential Marketing · Influencer & Public Activation
To celebrate the opening of the Target SoHo store, I led the planning and execution of a three-day street-level activation in partnership with Refinery29. The goal was to introduce the store in a way that felt authentically embedded in the neighborhood—blending Target’s Surprise & Delight ethos with local NYC culture.
The experience centered around a Target-branded mobile food cart designed as a modern, elevated take on the classic NYC street cart. A curated Press Night welcomed media and VIP guests, followed by two public-facing days inviting New Yorkers to stop by, grab a treat, and explore the new store.
Local partnerships were central to the concept, featuring donuts from Supermoon, bagels from Utopia, and coffee and hot chocolate from Poppy’s. Across the weekend, the activation generated sustained lines, high-volume engagement, and full sell-through of all food and beverage offerings—reinforcing both cultural relevance and positive brand sentiment.
My Role
Account lead overseeing client communication and approvals
Creative development and experiential strategy
Vendor sourcing and partnership management
Onsite execution and live event management
Cross-team coordination across production, staffing, and logistics
Program Highlights
3-day activation celebrating the Target SoHo store opening
~3,000 consumer interactions across public days
Full food & beverage sell-through both days
Strong press and client feedback on experience, hospitality, and execution
