2. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
Above: Mood board images, by others
Left: Initial rendering, by others
SONIA KASHUK FORTARGET BATH & BODY LAUNCH EVENT
VANDERBILT HALL, GRAND CENTRAL STATION
NOVEMBER 4, 2013
MOOD BOARD
Project:
- Design a pop-up store for Target's Sonia Kashuk Bath & Body product line with
David Stark Design.
The concept for this event was to create an exciting and whimsical installation of
an enormous bubble bath in Vanderbuilt Hall, Grand Central Terminal. We erected a
40' x 40' x 25' truss to hang thousands of large balloons to surround a custom-built,
tile-covered product display.
Project Duration: 12 weeks (design), 2 weeks (fabrication), 1 day (event)
Hashtag: #SKBody, #TargetBeauty
Project Team: David Stark (Creative Director), Juliana Jaramillo (Design Director),
Melissa Gamwell (Designer), Scott Sanders (Technical Director), Roy Lorieo (Technical
Designer)
SONIA KASHUK FORTARGET BATH & BODY LAUNCH EVENT
VANDERBILT HALL, GRAND CENTRAL STATION
NOVEMBER 4, 2013
3. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
43'-1"6'-11"6'-11"
43'-3 3/8"
20'-0"
36'-0"
38'-0"
F.E. F.E.
F.E.
F.E.
F.E.
F.E.
6'-0"
350 lbs150 lbs
225lbs
250 lbs 250 lbs
225lbs
8' TALL PIPE & DRAPE
STRUCTURE
PLYWOOD WALLS
FOR CASHROOM
- 40 LBS
(24) LOW MDF STANCHIONS
- 10 LBS EACH
(9) TALL STANCHIONS
- 20 LBS EACH
(2) REGISTERS
- 75 LBS EACH
CASH WRAP &
TABLE
- 35 LBS
BEAUTY TABLE -
25 LBS
PRINTER BOOTH
(Digital Printer Booth, Hashtag Priniter,
(2) Scoial Media Kiosks)
- 250 LBS
STORE DISPLAY, IN
6 PIECES
BATH TUB AND PLATFORM
- 300 LBS
CASH BACK
- 30 LBS
Sonia Kashuk for Target Bath and Body Launch
Vanderbilt Hall - Grand Central Terminal
November 4th 2013
DISPLAY
PEDESTAL
- 20 LBS
A5 DECOR PLAN - EAST SIDE
Issued: 9-27-13
Revised 10-29-13
(2) GRAPHIC
STANDS
- 25 LBS EACH
Above: Initial elevation of the activation. Above: Doing an event in a landmarked building like Grand Central Terminal requires multiple
rounds of drawing submittals and approvals. The building's engineer had to approve the load
on the centruy old floor and the egress for visitors and staff in case of an emergency.
4. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
SONIA KASHUK BATH AND BODY
VANDERBILT HALL
Nov. 4th, 2013
Drawn by:
Roy Lorieo
(718)-925-4202, Int. 237
NOTES:
- 1/2" CDX CONSTRUCTION UNDER ALL TILE
- 3/4" ACX FOR ALL PAINTED AREAS
- 4 1/4" TILE (4 3/8" SPACING)
"D"
"A"
EXPLODED PLAN
EXPLODED ELEVATION
8 3/4"
127/8"
12"
48 1/8"
39 3/8" 4 3/8"4 3/8"
118 1/8"
109 3/8"4 3/8" 4 3/8" 8 3/4"
171/4"
851/8"
2"
567/8"151/8"
16"
6"
6"
6"
6"
5 1/2"
5 1/2"
5 1/2"
5 7/8"
COLUMNS OPEN
ON TOP
9 7/8"
7 1/2"
7 1/2"
7 1/2"
6 1/2"
10 1/2"
TYPICAL
SECTION
OPEN UP BACK
FOR ACCESS
PAINT 2"
KICK WHITE
3/4" THICK
SHELF
1 x 2
BULLNOSE
1/2" CDX
3/4" ACX
DEEP
SECTION
3/4" THICK SHELF
1 X 2 FACE
16"
The Central Product Display had to load-in from the street through two standard double-
doors and be built in one day. The 9' W x 15' D x 7' H unit was built in ten separate units and
assembled on site. All decor had to be searched by bomb-sniffing dogs upon load-in.
5. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
Rear WallBeauty Wall
183 3/4" 109 3/8"
SHOWER CAP
EXFOLIATING MITTEN
LOOFAH
SHOWER BRUSH
LIPSTICK
EYE PALETTE
TRAVEL BOTTLE CLUTCH
"SQUARED AWAY"
POUCH
"TOTALLY ORDERLY"
GREEN BAG
"COMPLETELY ORGANIZED"
BRUSH SET
XL ORGANIZER
"COMPLETELY ORGANIZED MAXI" 4X6" PRICING SIGN
5x7" PRICING SIGN
SONIA KASHUK BATH AND BODY
VANDERBILT HALL
Nov. 4th, 2013
Drawn by:
Rosie Li
(718)-925-4199, Int. 235
PRODUCT KEY
6. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
IA KASHUK
DERBILT HALL
. 4TH, 2013
SONIA KASHUK
VANDERBILT HALL
NOV. 4TH, 2013Above: Rendering of the activation, showing the truss, balloons and front facade graphic. I built
this model to accurately represent the balloon density and view of the installation from the
42nd street entrance of Vanderbilt Hall.
Above: Rendering of the centeral display.
7. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
For this one day event, Target wanted to
highlight the rollout of Sonia Kashuk's
new line of products. There were four
product lines based around four new
scents. There were also bags, luufas,
sponges and other accessories.
8. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
Above left: A beauty station for product
testing.
Left: Brand Ambassadors encouraged visitors
to try the products.
Above right: We built a custom Cash Wrap for
the check-out area.
Right: Initial sketch for the Cash Wrap.
Photos by S. Montagna
9. Roy Lorieorlorieo@hotmail.com
Sonia Kashuk Bath & Body
C: 646-245-2749
There was a huge amount of interest
into this event. Passers-by stopped to
photograph the installation and check
out the products. The store was built over
the weekend so that it would appear
unexpectedly on Monday and be gone
by Tuesday.
A live model lounged in the bathtub in
the center of the installation, to draw
interest and to underscore the idea
that the balloons were soap bubbles
cascading from the ceiling.
Above: There was constant foot traffic during
this event with people regularly stopping to
photograph the installation.
Left: Passersby stop to snap a quick picture.
Right: Live model relaxes in the bathtub.
Photos by S. Montagna
