Target Princeton

Branding is a common task for an architect and a designer. Associating graphic design with architecture in that sense is one of the most powerful tools.

Target stores don’t have the unified architectural plan or size, but they share the common design features: the red colored signage, windows and doors, the combination of beige, orange, red and gray wall finishes realized in diverse materials, the horizontal stripes in stone or masonry, sometimes with extruded, rusticated look and red spherical bollards. One of the most important features of the buildings is that the chain lets the designer play with the set of elements creating the unique buildings.

Target store in Princeton is a showcase of this principle. The long walls are broken into dynamic portions of different heights to avoid the boxy appearance. To emphasize the entrance, there is a small clock tower with logo instead of the clock and a red wall with circular opening missing the central circle. And just by chance, the bollards of the appropriate size are arranged in front of the wall and the opening.

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