NEW YORK— Modern is all the rage, and Target made a timely design statement with the December launch of its Modern by Dwell Magazine home furnishings collection.
Modern continues to be a popular if hard to define style descriptor. To many, modern is a style that takes inspiration from mid-century modern design even if it isn’t quite that in the traditional sense. For others, it’s a designation for a more transitional take on contemporary.
Whatever their origins, furnishings designs that have a strong contemporary element always are a bit risky in the mass market, and Target has gone in that direction, then retreated in the past. This time around, the company, in its website blog, noted that it would roll out the Dwell Magazine collection to select stores only while offering the whole group of products online. In fact, Target has a dedicated landing page and links that incorporate the collection in a distinct and branded presentation. It even has a developed a logo for the collection.
Even if the retailer is hedging its in-store bets a bit, where Target does merchandise the Dwell Magazine collection on sales floors, it provides an on-racetrack dedicated presentation that coordinates multiple pieces to give shoppers a good idea of what the brand is about. It backs the on the floor presentation display with available product in racks that help to stage the merchandising the more dramatically.
In product terms, Target comes down a little more on the transitional contemporary side of the equation although mid-century influences do work their way into many designs. Some of the designs are minimalist, including seating with thin pipe frame designs, such as the $269.99 Posture chair and ottoman set. Others are a bit more retro and substantive, such as a $149.99 bar trolley.
The Modern by Dwell Magazine collection includes more than 120 items. Although furniture and home furnishings are the central element of the Dwell Magazine collection, the product line includes dining and entertaining items including all-black five piece flatware sets for $24.99 and a cocktail shaker in copper and black for $29.99.
Co-branded with the architecture and design focused Dwell Magazine to provide an extra degree of style credibility, the overall collection price range begins at $49.99 and tops out at $399.99 for furniture, then starts out at $16.99 and peaks at $99.99 for home décor, tabletop and accessories.
