The Luella Bartley for Target collection hits the road as New Yorker's line up on the streets of Manhattan to shop in the iconic red double-decker bus.
Bartley, one of fashion's "it" girls, is known for dressing celebrities and style-insiders in cheeky, streetwise ready-to-wear and accessories with a flirty edge of punk.
The double-decker mobile store gives guests the opportunity to view the new collection as well as purchase these limited-edition pieces with either cash or credit card. The boutique will spend three days in New York at 666 Broadway, corner of Bond Street and Broadway.
Target has recruited groups of students from Parsons to serve as "street teams" throughout New York City to drive traffic to the boutique. Multi-fold brochures that resemble a London Underground map will give hours of operation, website information, collection images and boutique location details and will be handed out to passersby.
Guests will be invited to peruse the Luella once they have completed their tour and relaxed in the upstairs L-shaped lounge, they will exit the bus and hand over their list of handpicked pieces to a Target team member.
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