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SAN FRANCISCO — Target Corp. has opened a unique "open house" here that is designed to highlight advanced home technologies, including door locks and thermostats that are connected to the Internet.
Target Corp. has opened a unique "open house" here that is designed to highlight advanced home technologies, including door locks and thermostats that are connected to the Internet.
Target Open House is described by the company as part retail space, part lab and part meeting venue for the connected home tech community. It uses digital technologies and interactive vignettes in an effort to educate and inspire consumers about what is being called the Internet of Things.
Much of the 3,500-square-foot space is in the form of a transparent, acrylic “house” divided into rooms with acrylic furniture and other detailing.
"Putting a house in the space, we felt, was the most relatable and welcoming way to introduce these products," said Todd Waterbury, Target’s chief creative officer. "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 about relevant storytelling and creating a destination for engagement and discovery."
Instead of simply showing visiting consumers how a smart baby monitor works, for example, Target Open House shows how it can be connected to a variety of other smart products, including speakers and even a coffee maker. In this way visitors can see how a baby’s stirring prompts soothing music on the sound system and a pot of joe brewing in the kitchen.
"From a strategic perspective, we see Internet of Things as a megatrend on the horizon," says chief strategy and innovation officer Casey Carl, whose Enterprise Growth Initiatives team created Target Open House. "We know it’s going to generate huge value.
"We’re using Open House to test the trend, both for us and for guests."
