Bullseye Lodge

A Uniquely Target Experience for Super Bowl LII

Wayfinding Signage
Branded Illustrations
Touchdown celebration
Indoor & Outdoor Photo Ops
FIrewood in the shape of the Target Bullseye Logo
Undeniably Target
Real-Life sized Buuble Hockey
Jumbo Bubble Hockey
Minnesota shaped wood holder
Minnesota Northwoods Inspired Decor
Photo op with Target Bullseye backdrop
40,000+ Visitors Over 10 Days
The Opportunity

Target welcomes 1 million + football fans to the great state of Minnesota.

When more than 1 million football fans came to Minneapolis for Super Bowl LII, Target Creative partnered with Star to give a true Minnesota welcome through a specially constructed Bullseye Lodge. The Bullseye Lodge quickly became one of the hottest spots on Nicollet Mall.

The Bullseye Lodge was built as a focal point of Super Bowl LIVE, a free 10-day festival featuring concerts, national broadcasts, food and fun. The Lodge was decked out in north woods-inspired décor—including snowshoes, canoes and paddles, cut logs and, of course, hockey sticks. The Lodge offered a variety of ways for visitors to engage, from free cocoa to photos digitally printed on marshmallows, and a chance to play “jumbo bubble hockey.” The Lodge was a huge hit. It also featured co-branded spaces such as the Mountain Dew Ice Lounge and a Mars Candy Shop.

Transforming Nicollet Mall into a north woods haven wasn’t easy. Everything constructed had to be self-supporting. Nothing could be attached to surrounding walls, columns or buildings. A few creative challenges included creating Target’s iconic bullseye logo out of wood logs and a fully operational ski gondola capable of transporting retail purchases from the second floor of Target’s flagship store to the first.

The Lodge provided more than 40,000 visitors a true taste of Minnesota Nice and a boost to Target’s well-known brand.
Gondola photo-op
Gondola and Featured Illustrations
Live projection on IDS tower lights
Skyline TD Dance
Your face on marshmallows
Your Face on a Marshmallows
Mountain Dew Icehouse
Do the Dew Icehouse
Real-Life Bubble Hockey with Bullseye the Dog
Bullseye's Got Skills
Animated Bullseye Lodge Neon Sign
Custom Neon
Branding concepts for Bullseye Lodge
Brand Concepts
Bullseye Lodge branded enamel mug
Enamel Mugs
Bullseye Lodge branded canvas tote
Bullseye Lodge branded embroidered patch
Embroidered Patches
My Role

Branding. Illustrations. Ideas.

  • I concepted the overall branding for the Bullseye Lodge. This was inclusive of the general vibe, look and feel, the logos, icons and illustrations, and the application/relationship of Target's corporate branding.
  • I created a bespoke illustration style guide which provided a plethora of nature scenes, Northwood elements, and critters to be applied across a variety of experiential touch-points, including window-clings, apparel, totes, cup wraps, environmental signage and elements, branded elements and A/V elements.
  • As a member of Target Creative, I was generally tasked with ideation around activation experiences and supporting our agency and production partners where and when necessary.
Illustration for Target - Minneapolis skyline
Branded Illustrations for Environmental Application
The Experience

The hottest spot on one of the coldest weeks of the year.

The Bullseye Lodge was absolutely packed with free, fun, family-friendly events, merchandise and treats. The overall success of the buildout and event undoubtedly hinged on the highly efficient collaboration between Target Creative, Wasserman, and the various production crews. It takes a team to bring an idea into reality, and we had a great team.

Every detail was so thoughtfully brought to life in an engaging and interactive way. For me, it's always incredible to see 2D artwork reimagined in a physical 3D environment. Our production partners really understood the creative direction and executed the buildout brilliantly. I was absolutely thrilled to collaborate daily leading up to the Super Bowl week of events, and the launch of the Bullseye Lodge. So much hard work paying off in such a joyful experience.
Bullseye Lodge Activation


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The Results

2018 EX Award Winner
Best Consumer Environment

We developed the idea of a Bullseye Lodge to give visitors and locals a real Minnesotan welcome to the Super Bowl. From gondola delivered goodies, to printing your face on giant marshmallows, to a bit of curling on the ice— everything was designed to spread a bit of warmth and joy while giving a nod to Target’s roots up north. The Bullseye Lodge quickly became the hottest experience on Nicollet Mall. Dio USA stated, "Target really hit the mark with the Bullseye Lodge."
  • 40,000+ Visitors
  • Free Admission
  • Dio USA Experience of the Week
Project Credits:
Design: Levi Lowell & Eric Mattson
Agency Partner: Wasserman
Buildout & Installation: Star
A/V: Future Colossal
Company: Target