To create excitement in TriBeCa where on Wednesday it will open its first flexible format store in Manhattan, a 45,000-square-foot unit at 255 Greenwich Street, Target Corp. is deploying a series of pop-up activations highlighting products that will be sold at the new store.
Today and tomorrow between 11 a.m. and 7 p.m., Nail It Up, a nail salon, is offering complimentary Defy & Inspire manicures at 63 Greene Street between Broome and Spring streets. Defy & Inspire, Target‘s proprietary nail color collection, has shades such as Ultra Teal and Plur Pie, Carnival Daisy, Electro Chic and Rave Red-y. Last night, Olivia Munn showed up at the temporary nail salon where she had her nails painted with Tribal Council. Construction tools such as saws, paint brushes, hammers and wrenches were hung on the walls and covered with pink paint.
Twist It Up, a pop-up cart, will open tomorrow in the Bogardus Garden between West Broadway, Hudson Street and Reade Street. The rain date is Sunday. Yoga mats will be distributed from 8 a.m. to 4 p.m., while supplies last, and classes will be offered at 10 a.m., noon and 2 p.m.
There will be complimentary sampling of Chobani Café creations on Monday at Mix It Up, 142 Duane Street between West Broadway and Church Street, from 8 a.m. to 3 p.m., with music from DJ Alec DeRuggiero. The TriBeCa Target will feature Chobani Café.
Finally, on Tuesday, Warm It Up at Silverstein Family Park between West Broadway, Greenwich and Barclay Street, will distribute men’s and women’s winter globes between 7:30 a.m. and 1:30 p.m., while supplies last.
Target has been moving in on New York City. A 27,000-square-foot flexible-format store is slated to bow in Manhattan’s East Village in summer 2018 at Extell Development’s new mixed-use project at 500 East 14th Street on the corner of Avenue A.
Flexible-format stores offer assortments tailored to the needs of local shoppers. The TriBeCa store, for example, will have a big focus on apparel, including Target’s designer collaborations, grab-and-go food options, organic foods and an adjusted home assortment to fit smaller New York City dwellings.