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Michael Graves Design

Target

Michael Graves Design

Differentiating by Design


In 1997, Target trailed behind WalMart and Kmart. Target knew they couldn’t beat Walmart on price. Michael Graves helped them realize they could stand out with a differentiating merchandise strategy. MGA&D was working with Target on the restoration of the Washington Monument when Target  seized the opportunity to offer original products to their guests. And the democratization of design was born.

Becoming a Household Name


A firm of award winning architects, interior designers and product designers, MGA&D is accomplished at bringing brand ideas to life for clients. For our brand, we leveraged all design perspectives to create uniquely original products, packaging, and merchandise strategies. This produced an unparalleled guest shopping experience that led to a successful 15-year-long partnership with Target.

Michael Graves Design’s Innovative Merchandising Strategy


We invented a new merchandising strategy called Perfect Placement that set a new standard for big box retailers. With it, Michael Graves Design sold more than 2000 original, exclusive products across Target in 20 categories, over 15 years. Shortly after Michael Graves Design was displayed in this manner, the strategy was adopted store-wide and has remained Target’s merchandise strategy ever since.

Press

Fast Company called the Michael Graves/Target partnership the 6th most important conversation that changed our world when it wrote that a spark of innovation rarely looks world-shaking at first look.

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