hearth & hand
about the brand
Hearth & Hand is Target’s multi-year design partnership with Chip and Joanna Gaines’ lifestyle brand Magnolia. The brand launched in 2017 and expanded in 2020 (more on that below); later that year Hearth & Hand became a billion dollar brand.
We created this cart-stopping shop to differentiate the brand, which updates every season. The following work represents some of my favorite sets over the years.
from concept to reality:
strategy by store prototype
Here is the glance at my plan for the expansion of the brand across the various store prototypes.
After several years of strong sales, in 2019 we started to discuss expanding Hearth & Hand’s in-store footprint, which would allow us to introduce new categories (bedding, rugs, accent furniture). This zone-map captures how the updates by-season layer into each prototype across 2020 and 2021. Below is my initial concept, the reality, & the video of it all in motion:
watch it in motion
The first set of the brand expansion (in-store date of February 2020):