For Target's first year as a presenting sponsor, we brought a multi-faceted, neon skate experience to ESSENCE Fest.
Guests got the chance to step into our space to experience amazing performances on our very own rink while exploring more about Black Beyond Measure - all set in our neon, surprise-filled take on the rollerskating experience.
Creative Director: Ward Williams | Senior Art Directors: Riley Meek, Nataija Bush | 3D Designer: Eunhae Kang
The graphic elements we use in the space are meant to nod to the traditional motifs of skating rinks like Cascade, World on Wheels and more but are updated to feel more modern and align with Target’s visual identity.
CONCESSIONS
Our concession stand featured full-size snacks from Black-owned or founded brands that were offered to each guest.
STAGE + SKATE WALL
On Saturday and Sunday, the booth welcomed guests to surround the stage and listen in on conversations about Black Creators, parenting and more.
THE RINK
Each day, the booth would come time life with four skate performances! The skate performers came from LA, Philadelphia, and local skaters from New Orleans.
PHOTO BOOTH
Guests were invited to visit the photo booth to capture their Essence Fest memories with both a print and digital takeaway.
BOOMBOX
A live DJ played all weekend to keep the energy up and of course, provided the music for a few dance competitions!
ARCADE
Guests had the opportunity to play the fan-favorite arcade game for a chance to win products from various Black-owned or founded beauty brands that are sold at Target.
GIVEAWAY
Guests could choose one of three tote bag designs and have the bag customized with their name or phrase of choice. All three tote bag design options were designed by the winners of Target’s HBCU Design Challenge.
The intersection of Black culture and skating culture provided a rich story that naturally facilitated the pillars of Target's Black Beyond Measure campaign.