Target turned heads at New York’s Grand Central Terminal Monday morning with its newest popup store featuring an exclusive collection of bath and body products by Sonia Kashuk.
Dominating the center of the popup store was a large four-sided display featuring various products in the line, including fragrances, shower gel, body lotion, body butter, loofas and shower caps. It served as a platform for the pièce de résistance: a white bathtub 8.5 ft. in the air — bearing the Target logo and Kashuk’s name — occupied by a very brave model who seemed completely unaffected by the display’s height. Solid and translucent balloons flanked the space and floated up high, surrounding the bathtub and evoking bath bubbles.
Within 10 minutes of opening at 9 a.m., the popup was crowded with curious onlookers, many of whom photographed the model in the bathtub atop the display before making their way around the store, checking out products and testing various samples.
Target employees worked the cash registers, located on either side of the display, and took care of shoppers. A sign encouraged customers to take and post photos on Instagram using hashtags #SKBody and #TargetBeauty.
Sonia Kashuk was on hand, near the popup store’s entrance, talking with a few people and posing for photographs. The bath and body collection is not the first time Target has teamed up with the designer. The retailer already carries Kashuk’s line of makeup and accessories, which just got a makeover and is available in black packaging to complement the new collection, which is itself packaged in black with hand-illustrated floral patterns.
Anchored by four fragrances created in collaboration by Kashuk and perfumer Jérôme Epinette of Robertet, the collection offers consumers a touch of luxury at an affordable price point. The fragrances are Pink Innocencia, Purple Seductia, Yellow Alluriana and Red Promisia. The Sonia Kashuk bath and body collection is already available at Target.com and makes its debut in stores November 10.