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Ben Crick/Johnny Por Taing, designers
Brian Collins/Leland Maschmeyer, creative directors
COLLINS, design firm
David Hartman, Target, client
Room Essentials is Target's line of modernist home furnishings. Our brand platform, Easily Modern, emerged from millennials' decorating journey, when they struggle to re-create 'that look.' They begin on Pinterest. Upon falling in love with a look online, they venture to several stores in an attempt to recreate it. 'Difficult,' 'time consuming' and 'expensive' is how they described their shopping experiences. Inspired by California modernism, the full line of items is easily mixed and matched to attain a clean look, an aesthetic that also fills Pinterest's boards.
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