Game Room at Target Openhouse

Partnered with Target to create Game Room, an arcade-inspired experiential takeover of Openhouse, Target’s customer-facing retail learning lab in San Francisco.

Designed, built, and managed immersive experiential touch-points that gained guest insights that informed Target’s future strategies in gaming & eSports.

Creative Direction: Patricia Adler

Lead UX Designers: Brian Madden, Allison Melton

Brand Design Agency: Periscope

Fabrication: Target Workshop

Scenic Illumination: Jeremy Helms

Photography: Kurieo

Game Room at Target openhouse street entrance with custom vinyl wrapped glass walls and doors with three people walking by
Target openhouse game room retail lab with concrete flooring, black ceilings, blue, red, yellow, and green wall areas with digital screens and gaming devices
Target openhouse game room team member guiding a guest wearing VR headset and controllers, while another plays independently, in front of a blue wall
Man wearing a VR headset, using hand controllers in front of a blue wall in interactive game room experience
Person sitting at a red gaming PC on a wooden table in front of a red wall with TV's and the word "Battle" in black letters
Two people sitting at wooden desks playing on gaming computers in front of a red wall with digital screens
Man in red sweater sitting at a gaming PC on a wooden desk with a red wall in the background
Yellow wall displaying mobile devices and looping content on screens beneath a sign that displays the word "Unlock"
Two guests standing in front of a yellow wall with TV's playing with mobile phones
Black Magic Leap AR headset goggles inside a clear case in a wooden table with a blue digital screen saying "Enhance" on top
Two wooden stools in front of a wooden table with xbox series x gaming controllers and in front of a wood table with a TV, inside an acrylic victorian home
Two people sitting at a wooden table, playing xbox series x videogames in front of a TV with green light covering the room
Artist and Designer Brian Madden sitting at a streaming rig next to a green ipad saying "Connect", on a wooden table in front of a green wall
Artist Brian Madden sitting at a wooden table with a gaming computer and touching a black screen to practice live streaming
Two retail guests standing on one leg, using Playstation Move controllers on a pink concrete floor next to a glass wall with a TV and in front of a pink wall
A retail guest holding a circular Switch controller looking at a glass wall with a screen in front of another person and pink wall with "Move" in black lettering
Woman interacting with a colorful feedback wall with a black screen on wooden peg wall asking "How would you describe your Gameroom experience today?"
Customer receiving a bag from store team member at black and white point of sale in front of red wall with digital screens at Game Room at Target openhouse
Interior Target Metreon entrance to the target openhouse gameroom with red wall and escalators on the right and white tile and gray carpet flooring