Taking Cheer Straight to Communities.
Target wanted to bring festive connection—and product previews—to neighborhoods and launch buzz for upcoming store openings, so they enlisted Kubik to transform a coach bus into a holiday pop-up destination on wheels. The bus toured dozens of North American cities during the holidays and stopped at community gatherings, malls, and parades to surprise families, shoppers, and local fans with immersive brand moments.
Objectives
- Create a mobile, experiential retail environment to support new store openings
- Deliver a uniquely festive consumer interaction using products available at Target
- Extend Target’s brand presence into communities in a memorable, shareable way
Kubik’s Mobile Experience Approach.
Warm, Home-Like Interiors
We gutted the coach seating and rebuilt a winter wonderland inside—complete with rich barnboard accents, a cozy lounge zone, a fully stocked kitchen area, storage, and a 50” TV. A back-lit Target logo and wood paneling added warmth and brand feel—a stylish, livable space for both staff and visitors.
Branded on the Outside, Inviting Inside
Wrapped in a festive red, white, and maple-leaf bus design, the vehicle proudly displayed hearts and Target’s iconic bullseye. It was an instant eye-catcher that communicated celebration and connection from the moment it rolled into town.
Hands-On, Product-Focused Fun
Inside, guests could explore holiday items—from décor to tabletop and toys—available at Target. The setup encouraged touching, testing, and experiential browsing in an unexpected, playful environment.
Community-Driven Roadshow
The bus toured over 20 cities coast-to-coast, stopping at events like holiday festivals, tree-lightings, winter markets, and community fairs. It created buzz, generated foot traffic, and delivered cheerful brand engagement right where people were gathering.
Key Story Elements.
- Portable holiday destination that promoted Target’s store openings in-market
- Cozy, branded interiors built for warm, meaningful interactions
- Product-driven design encouraging experiential shopping
- Connected to communities through events, stops, and social media moments
Transforming a simple coach bus into a rolling winter market brought extra sparkle to Target’s brand during the most celebratory season—and showed that retail experiences can come to life anywhere, not just inside a store.