We popped by the press preview of the much ballyhooed Target To-Go pop-up shop in the Meatpacking District this afternoon (conveniently located at the entrance to the highly trafficked High Line from December 11th through December 13th) and were - how shall we put it? - underwhelmed.
Yes, it's a very clever idea, in theory: you don't actually enter the building (which is the size of a large taco stand) but are given an order sheet and clipboard that lists the numbered offerings - 50 in all, from a 99 cent ornament to a $250 Sony PSP Go - all of which are displayed in windows along one side of the structure, grouped by price (under $25, under $50, etc.). After marking off which items you want, you hand the sheet over to a cashier on the front side of the building, pay, and proceed to the Guest Services/Gift Pickup window to get your pre-wrapped purchases.
Sounds like fun. But in practice? Not so much. The big excitement for fashion lovers was the news that the Rodarte for Target collection, which doesn't hit regular Target stores until December 20th, would debut at the pop-up shop first. True enough. But there are only three Rodarte items available here (the slip dress in coral, the black bow-neck halter dress and the sequin ribcage dress), none of which look as good in person as they do in the look book - and none of which can be tried on because this is basically a facade-only take-out stand.
Which, in addition to not stocking the Rodarte stripey tee and black lace sweater (why, why, why must you taunt us, Target?!) is our other problem with Target To-Go: the unpredictable New York weather. It was a brisk 37 degrees when we stopped by earlier today, and it's supposed to go down to 28 tomorrow and rain all day Sunday. So it remains to be seen whether people will brave the elements and queue up in what promises to be a very long line for...what reason, exactly? Because other than the Rodarte merch, which is scant, there's not much here you can't find online or in other stores (you know, the kind with a roof, four walls and heat).
That said, we did appreciate the $25 gift card and the chance to peep Faran Krentcil's new blonde-pink locks - which really do look like Moet - in person.