The Lighting Practice is delighted to announce that the International Council of Shopping Centers (ICSC) awarded Target’s new Packard’s Corner store with a Gold Award at the U.S. Design and Development Awards! The Brookline, Massachusetts store will automatically enter ICSC’s Global Design and Development Awards competition and VIVA Awards, and it is eligible to take home the title of “Shopping Center of the Year.”
Like many of Target’s newest locations around the country, the 17,000-square-foot Packard’s Corner store is tucked into a bustling urban street. Recognizing the unique spatial needs of urban areas, in the past few years, Target has re-imagined their spaces into flexible formats to fit inside any urban setting. TLP is working with Target as they customize the new small format stores. Our designers frequently collaborate with the company’s internal team on innovative lighting solutions that enhance the guest experience, reinforce the brand, and promote sales.
As noted in the ICSC award announcement, the Packard’s Corner store “… features a curated merchandise mix, combined with advanced technology to appeal to the active student population. The overall design pays homage to the building’s historic heritage while allowing for a recognizable brand identity.” The design team enlarged the windows and enhanced the interior lighting. Colorful graphic displays assist with wayfinding, and a variety of grab-and-go items appeal to the store’s student demographic. Target incorporated its tech-savvy purchasing options into the store, offering self-checkout counters as well as online ordering and home-delivery.
The ICSC U.S. Design and Development Awards recognize the premier trends of retail projects, developments, renovations, expansions, and store design in the U.S. TLP is proud to be part of Target’s innovative new designs and thanks ICSC for this honor.