First, we get a cryptic PR card in the mail. Second, we see a large white tent going up on Grand Street. Third, we get an email from Target PR, helping us out after we post how stupid we are and how we don't get it. Finally we see the tents opening up this morning and get emails from friends, clueing us in.
Here's the scoop.
In conjunction with ICFF, Target is muscling in on the high end scene by doing what they do best, being the poor man's answer to high style.
Therefore, it's hawking its designer home products in five different stage sets that describe "five style preferences that dominate the home —Classic, Casual, Contemporary, Global and Modern." Are there only five? How comforting. We'll have to investigate and see which one we are.... MGR
PRESS INFO:
A Target PREFABULOUS OPEN HOUSE:
The future of housing has arrived. Be among the first to experience five prefab dwellings, each with a fabulous style all of its own. Target has brought five complete prefab homes to downtown New York, and outfitted each with the latest and most stunning in design and home interiors. May 14th-17th. Grand St. btwn Sixth Ave. & Varick St. Sat., May 14th, 10 a.m.-4 p.m. Sun., May 15th-Tues., May 17th, 10 a.m.-8 p.m
VISUAL:
•Five prefab dwellings erected in a SoHo parking lot! The installation was created by architect Christopher C. Deam in collaboration with Target
•Designer product from Isaac Mizrahi, Cynthia Rowley & Ilene Rosenzweig, Michael Graves, Rachel Ashwell, and Amy Coe
SUMMARY:
After researching how guests shop for their homes, Target identified five style preferences that dominate the home aisles—Classic, Casual, Contemporary, Global and Modern. All Target products fit within these design themes to make decorating your home easy, fun, and simple.
© 2009 Apartment Therapy
Cool - I'll get to see that after kids gymnastics at NYC Elite. I did see the tent going up last Saturday.
Hmmm, I wonder what dee thinks of this ;p
That explains all the trailer homes I saw rolling though the East Village a week or so ago...
Awww Jamie, it's so nice that you care love. *wink*
Is it open to the public? Does it cost anything? Does anyone know?
Yup - I care
See you in the tent?
Christopher Deam, the architect who created the installation, is the husband of Dwell magazine founder Lara Hedberg Deam.
I wonder what this bodes for the future of (affordable?) prefab.
The prefab stuff covered so far by Dwell will have starting prices of $400K, just for the structure.
Their April/May issue, "Good design for everyone...prefab's promise" i think should have been called "Good design for the upper middle two income couple".
There's designers and plans out there, not so costly, some of which involve shipping containers, and still boast modern design stylings in the Dwell mode.
There's cool things that can be done with mobile homes...i sure hope prefab doesn't turn out to leave out the middle and working classes...if so, i can hardly get excited about going in and picking out a pre-packaged decor scheme.
Time to visit fabprefab......
will Target slew it lower?
oops, that last sentence was meant to be deleted.
But, please, Target, help make the prefab hope become
fashionable...home ownership and cute design for all.