IT’S HARD TO TELL that the sophisticated spot selling wine and
spirits formerly housed a café. Gone are the pizzas once served at this bustling
SuperTarget in the Twin Cities suburb of St. Louis Park. The space has been
transformed into a tailored, boutique liquor shop with warm, neutral tones and
bold-lettered signage highlighted by a welcoming “Cheers” greeting.
The 2,888-sq.-ft. shop within the big-box store both blends and stands out from
the chain’s iconic red-branded interior. The spirited beverage boutique contrasts
with the balance of the main store’s sales floor, yet feels like a natural extension
of the overall Target location.
“The design team created a unique, differentiated, guest-centric shopping expe-
rience aimed to delight guests while remaining a complement to the entire shop-
ping journey,” says Sarah Amundsen, senior director of store design at Target.
Extra elements—ranging from in-shop music to a localized product assort-
ment—add a fun and engaging vibe topped with a regional garnish.
Shaken and stirred
The project required a bit of initial shaking up, starting with removal of the café’s
infrastructure and kitchen equipment. The existing high ceiling was stirred into
the design, however.
The new monochromatic open ceiling combines wood ceiling planes and is
A large expanse of storefront glazing between the liquor shop and the general
accented by large, bold red pendant lights. More selective red elements, such as
the accent feature floor strip at the entry, can be found throughout the interior
as a nod to leveraging what Amundsen refers to as Target’s “brand personality.”
This subtle corporate branding mixes with the shop’s character. The rich, warm
neutral palette features wood as a theme material, while track lighting focuses on
product and highlights brand colors. The combination is modern and timeless.
merchandise store creates a warm and cool contrasting experience, tied together
through the use of iconic, branded red color, Amundsen says.
The storefront—strategically located adjacent to the grocery and point-of-sale—
proved to be one of several ingredients in a challenging cocktail faced by the
mixing it up
right Target adds a twist o Twin Cities store
—a liquor shop