Target’s N.Y. Billboards Scale New Heights

Target has transformed its iconic Times Square billboards into an artistic homage to New York City with the unveiling of larger-than-life commissioned works from emerging artists.

The billboards, which will remain on display through the end of October, will take on a second life after their run on 42nd Street, when the vinyl is restyled into 1,600 limited-edition, affordable tote bags, based on a design conceived exclusively for Target by fashion icon Anna Sui.

“As a supporter of the arts, Target is thrilled to give emerging artists the most visible canvas in the world to display their work,” said Michael Francis, Target’s CMO. “We look forward to extending the artworks’ reach as the billboards take on second lives as tote bags.”

The art installation offers New Yorkers and tourists alike the opportunity to own a piece of Times Square. The unique billboard bags will be available for $29.99 at

At the time of purchase, guests can further customize their totes by selecting which of the four artists’ work will be restyled into their unique bag. The fashion-forward totes will be shipped to guests in January 2010.

Four New York-based artists, Laurie Rosenwald, Michael Anderson, Josh Goldstein and Charles Wilkin, were chosen in partnership with New York-based ad agency Mother to create original art pieces inspired by both New York City and the iconic Target Bullseye in one of the most trafficked public areas in the world. Each piece captures the enthusiasm and vibrancy of New York and the Target brand.

Nielsen Business Media