MINNESOTA, MN

MLS ALL-STAR | MINNESOTA

OVERVIEW

This high-energy event seamlessly blended entertainment and engagement, drawing 800 attendees for a front-row experience at the MLS All-Star Week concert celebration featuring top artists. Sponsored by Target in partnership with Major League Soccer, invited guests enjoyed an exclusive VIP hospitality experience on a 3,000 square-foot elevated viewing lounge, wrapped in white astroturf and accented with bright red branded bars.

We embraced the white and red color scheme, creating innovative activations like oversized branded swing sets, 10-foot-high fabricated letters, and festive soccer-inspired details that brought the brand to life. Interactive installations, specialty cocktails, and engaging services added to the immersive experience, leaving a lasting impression on all who attended. From eye-catching branded moments to the dynamic atmosphere of the outdoor city concert, this activation forged a unique connection between Target's brand and its audience—setting the stage for unforgettable moments and deepened brand loyalty.