Say what now? Dwell and Target in a collaboration on a home collection?
Well..that makes perfect sense! Target has always been known for good design and Dwell is moving along the same direction as many other media publishers right now - to expand their role in consumers journey toward their home. From being a brand who provides the inspiration and information to also being the ones who sell you the items. Domino's magazine is on the same path and many bloggers as well. (Let's save the discussion about what we think about that evolution for another day).
The collection consists of 120 pieces. So far I've read about decor, furniture, lighting and rugs at a price point ranging from $16.99 - $399.99. That's very affordable prices I have to say, especially considering the taste we've seen of the collection looks very high on style. The collection is called "Modern" and certainly earns it's name by the look of it. I'd say it's a Scandinavian Modern design pattern - much like you would expect from Dwell. Perhaps a little unfamiliar for Target who in my mind have always leaned more into the Modern American/International luxury design style.
The collection is set to enter select Target stores and Target.com on December 27...so maybe plan on buying some late Christmas gifts this year?
Enough said, let's take a look!
All images by Target.