When more than 1 million football fans came to Minneapolis for Super Bowl LII, Star helped Target Corporation one of our state’s signature brands, give them a true Minnesota welcome via a specially constructed Bullseye Lodge that quickly became one of the hottest spots on Nicollet Mall.
Built as a focal point of Super Bowl LIVE, a free 10-day festival featuring concerts, national broadcasts, food and fun. The Bullseye Lodge was decked out in north woods-inspired décor—including snowshoes, canoes and paddles, cut logs and, of course, hockey sticks, as well as a variety of ways for visitors to engage: from free cocoa to photos digitally printed on marshmallows to the chance to play “jumbo bubble hockey” the lodge was a big hit.
It also featured co-branded spaces such as the Moutain Dew Ice Lounge and the Mars Candy Shop.
Transforming Nicollet Mall into a north woods haven wasn’t easy: Everything Star constructed had to be self-supporting; nothing could be attached to surrounding walls, columns or buildings.
Plus, we were handed a few big creative challenges, including how to create Target’s iconic bullseye logo out of wood logs and how to create a fully operational ski gondola capable of transporting retail purchases from the second floor of Target’s flagship store to the first.
Our efforts paid off: The Lodge gave more than 40,000 visitors a true taste of Minnesota Nice and a boost to Target’s well-known brand.