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 a true Minnesota welcome through a specially constructed Bullseye Lodge that 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 big 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 Star 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.
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.
X Award Winner Best Consumer Environment at the 2018 EX Awards
