Hasta La Creative!

Most aspects of Target’s upcoming holiday campaign were buttoned up months ago. But a New York shopping trip last month, which included top execs, as well as newly-minted CEO Brian Cornell, added one more element to the retailer’s plan.

Target is partnering with Story, an editorially-driven retailer which reinvents itself every four to eight weeks with new merchandise and a fresh store design. While the execs were all familiar with the concept, located in Chelsea just six blocks from its new Manhattan outpost, a holiday collaboration hadn’t been on the radar. But pushing for a collaboration this year, instead of a year from now, proved a challenge that the executive team, eager to push boundaries in the midst of a brand revitalization, couldn’t resist.

“We respect her innovation and the approach she’s taking,” Mr. Cornell said of Story founder Rachel Shectman, during a briefing at Target’s Manhattan studio. “We thought this was a great step forward — to move quickly, be agile and get involved with someone who is very innovative.”

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