Target × Q-Tip

Target brought us in to build a co-branded event for the album release of Q-Tip, the hip-hop legend from A Tribe Called Quest. We built the whole night around his career: a VIP step-and-repeat, and a wall of vintage TVs playing his old music videos.

The centerpiece was a 32 x 9 foot installation of his most memorable lyrics. That’s a lot more than a standard brand activation. Target wanted something that matched the weight of the artist, and that drove every decision.