This Target store location competes with other mall tenants, with a lower level entry from a busy mall atrium, and needed a unique identity to stand out from the crowd and draw shoppers in. Schuler Shook helped Target create an energetic lighting design to do just that. Bright, backlit side walls and graphic panels, combined with random parallel light slots on the entry ceiling, guide shoppers down escalators from the mall atrium above. The entrance is immersed with color, energy and a bit of excitement.