The Minneapolis / St. Paul Business Journal reports that Target is experimenting with a new home-decor layout that eschews aisles in favor of open showroom-like areas that display how products would look in a room. The test launched Nov. 8 in Target's Northeast Minneapolis store — where it does many of its pilot programs — and hasn't been introduced elsewhere yet.
"The test is designed to showcase Target's home product in a lifestyle setting to allow our guests to image how the products might look in their own homes," said company spokeswoman Amy Goetz.
One example (pictured here) has a rug that looks like wood and wooden tables and benches filled with holiday decor. In a normal Target store, all those items - the rug, lamps, tables, etc. - would be available for sale in different aisles.
This "vignette" tactic seems to be following a similar trend Target is trying in its clothing department by using mannequins to showcase complete outfits. Overall it seems like Target is trying to look more "department store" than "big box retailer".