For Target's debut at Fanatics Fest, I led the concept development and design of the Target Locker Room, a 30x30 booth that turned the pregame ritual into something fans could step inside. A floor-to-ceiling product wall let every fan suit up for game day, and at the back of the booth, guests stepped into their own highlight reel, leaving with an action-shot GIF and a collectible pin to prove it. Thousands moved through across the four-day run, helping Target earn the largest share of voice of any sponsor in its first year at the fest.
A secondary 10x20 footprint housed the Target Tunnel, turning the festival's talent entrance into a walk-out worthy of the athletes and creators passing through it.
Design Director | David Stark Design and Production | July 2026
Process:
Chief Creative Officer | David Stark
Design | Alexandra Faye • Production | Meredith Mable • Client Services | Meg Casey • Fabrication | The Lab
Design | Alexandra Faye • Production | Meredith Mable • Client Services | Meg Casey • Fabrication | The Lab
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