Target Opens Next Gen Model Home

Target has opened the doors of its new Target Open House–part retail space, part lab, part showcase for new, connected technologies.

April 6, 2018

Target Opens Next Gen Model Home

Target has opened the doors of its new Target Open House–part retail space, part lab, part showcase for new, connected technologies (also referred to as the Internet of Things).

Now open to the public in San Francisco’s Metreon shopping center, the 3,500-square-foot space features a transparent, acrylic “house.”

Guests will experience vignettes that demonstrate how multiple connected devices such as thermostats, door locks, baby monitors and sound systems can work together to create real-life solutions.

“Putting a house in the space, we felt, was the most relatable and welcoming way to introduce these products,” says Todd Waterbury, chief creative officer, Target. “What we’re trying to do is humanize and personalize the benefits of these products, as well as show them working in concert. It’s really about relevant storytelling and creating a destination for engagement and discovery.”

While the space is designed to demystify connected home products and inspire guests to explore the world of

connected home living, Target also plans to learn use the space to get real-time feedback from consumers interacting with the products.

“From a strategic perspective, we see Internet of Things as a megatrend on the horizon. We know it’s going to generate huge value,” says Casey Carl, chief strategy and innovation officer, Target. “We’re using Open House to test the trend, both for us and for guests.”

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