Target/Decor packages

This is a list of decor packages and interior layouts that have been used at Target stores.

Note: The "Pxx" distinction is officially used for most Target decor packages, with the "P" standing for "Prototype" and the "xx" standing for the year it was introduced, or first scheduled for wide rollout. Some packages may be referred to with "Gxx" or "Sxx" distinctions, respectively standing for implementations within Target Greatland and SuperTarget stores.

P86 (1986-19xx)
Tenative name

P90 (199x-96)
The primary theme of this package is focused around a set of four colors (red, yellow, green, and blue) forming "color worlds" across various departments of the store. The colors are signified in a multitude of places, such as at aisle markers, directional signs, and walls (striped in each department's respective color).

Standard Target locations built during this era now featured a more open layout inside. With mezzanine offices now eliminated, the salesfloor ceiling height was now regulated storewide.

P97 (1990-2000)
The decor package is known to have first appeared at the first Target Greatland store (T-643), located in Apple Valley, Minnesota.

In 1999, Target enhanced grocery departments within new SuperTarget stores. Skylights were also implemented above produce in select stores. The design remained through the P04/S04 package, where SuperTarget grocery departments would revert to a conventional decor design resembling other departments.

P01 (2001-03)
P01 served as a refresh of the previous P97 design, updating the package for the new millennium and giving it a more calm, guest-friendly appeal. The full package was first known to have debuted in March 2001 within 20 new stores.

The yellow color world was eliminated, with such walls solely appearing within the Food Avenue (above the counter).

For 2003, Target adjusted the ceilings for Greatland and SuperTarget prototypes. The traditional lower ceiling over softlines was eliminated, being brought to a middle ground level (akin to regular Target stores) along with the higher ceiling elsewhere in the store.

P04 (2003-08)
Introduced in 2004, the P04 decor package stands as one of Target's most dramatic overhauls to their in-store brand. The "color worlds" that defined Target's departments and team member practices for many stores in the past 14 years were disestablished. Target once again streamlined their departments to be known simply by their product categories.

The package made a test debut at the Greeley, CO store (T-1813) in October 2003. P04 was then formally launched in March 2004 alongside 25 new store openings.

The walls were now painted in red, flanked with light yellow walls on the front-end. Compared to previously, wall structures now composed of swooping curves over departments such as fitting rooms, guest services and Food Avenue. Instead of a near-continuous line of neon featured previously, wall lighting fixtures were now separated into two individual pieces. Of those fixtures was a half-bullseye (resembling Target's logo), and a curve terminating at 45 degrees. These lined the walls of the store, randomly alternating and appearing in horizontally mirrored orientations.

Signage pieces were overhauled for this package. In addition to the red canoe signage that had been piloted before, At the checkouts, a new, tall triangular light was used for each lane with a new red body featuring a table at the front end as opposed to before. The rectangular aisle markers from P01 were retained, albeit solely in red to match the new color scheme.

The Food Avenue was given a major overhaul, now known as the Target Café. While it continued to sell items from the Express lineup, the area was given a major overhaul. Starbucks also expanded their reach within Target, now being a staple at all new stores for years to come. The café would face the checkouts, with Starbucks directly to the side and the beverage fountain facing it. The seating area would wrap around the eateries, typically edging on the store's front facade. Unlike before, a relaxed, coffeehouse-style approach was the main design for Target's café.

Target's new look also brought upon changes to SuperTarget stores. For the first time since 1998, the decor within grocery departments would be streamlined with the rest of the store. Some Target Greatland and SuperTarget stores opened early within the package's cycke carried over front-end layouts from P01. As an example, the Café would be arranged in P01 fashion (with P04 furniture and decorations), with the white stripe (carrying the Café and Pizza Hut Express logos) replacing what would have been a yellow wall with neon above the counter.

March 2007 update
The beverage fountain/utensil station area, previously abutting the entranceway (facing Starbucks), was shifted between the Café and Starbucks counter (now facing the checkout lanes). New SuperTarget stores maintained the original placement of the station.

A new layout and signage update was introduced for SuperTarget stores, having first been piloted at the Fridley, MN store (opened October 2006). The new configuration, referred to as "SuperTarget Split", eschewed the traditional Greatland/SuperTarget layout for a blueprint resembling standard Target stores of the time. Softlines departments moved to the far side of the store, in front of the general merchandise entrance.

Hardlines departments previously occupying said portion of the salesfloor (electronics, toys, sporting goods) now were now aligned along the rear actionway, with home/furnishing departments (once in the back) filling in the center store's former softlines space. Other articles of interior design were also revised, with new "canoe" grocery aisle markers (akin to signs elsewhere in the store) replacing the previous triangular models. Actionways were also slightly adjusted, with the grocery aisle being widened and red stripes being removed from in front of the pharmacy.

October 2007 update
This revision to the P04 decor package, as well as others in the following year, served as a basis to the succeeding P09 package. Numerous changes were made to provide for experimentation and eventual transitions into the next package.

Ceiling lighting fixtures were upgraded from using gray reflective covers revealing three rows of lighting, to now having two-row triangular plastic covers. This helped cast a brighter light than the previous setup. The electronics section was another key focus within this mid-generational update. A redesigned flat-top "boat" focused primarily on guest service, lacking camera/portable electronic displays as opposed to before. The department was also redesigned to locate the core electronics section (TVs, cameras, accessories) next to softlines, trading places with aisles of books that were located there prior.

Restrooms also received a new red and white-tiled look that would also carry into P09.

2008 updates
In certain 2008 openings/remodels, the pharmacy was relocated adjacent to the Food Avenue, opening a connection to the HBC aisles from the front end. This would become a permanent part of the P09 layout.

Select new store openings in the October 2008 batch, as well as remodels of existing stores conducted around the time, dropped use of the half-bullseye neon, solely utilizing the curved neon piece. The latter fixture would carry over into the P09 package.

Layout
The standard layout for Target Greatland/SuperTarget stores previously seen in P01 would carry over into this package, until a 2007 update. This would also be the last package in which the Greatland concept was present; the moniker would be dropped following the October 2004 opening round, with the entire prototype being retired after March 2006.

P09 (2008-13)
P09 stands as a revision of the previous P04 package. Building on its predecessor, Target took a conservative approach in designing the new package. Corners which previously had abstract geometry were softened; the fitting room was squared off in new stores, and the white Food Avenue band was eliminated in favor for a simple curve extending from the pharmacy. The primary color of lower walls, such as at the front end, was now red; new backroom doors, with round red shapes were instituted.

A key difference between P04 and P09 lies within the package's overhead signage. The typeface was modified into a simple, bold version of Helvetica Neue as opposed to the previous use of the extended variant.

The in-store café received updated decor and paint, adopting modernist conventions with red walls and minimalistic fixtures as opposed to the coffeehouse-like design seen previously. This package is most notable for being introduced alongside PFresh, a concept delivering expanded grocery selections to non-SuperTarget stores.

The P09 decor package and layout was first tested at two new stores in Target's native Minneapolis-St. Paul area. The Waconia Target and Otsego SuperTarget stores opened in October 2008; the former was yet to include PFresh. The aforementioned prototype debuted alongside a select number of new stores in March 2009, followed by remodels shortly after.

Stores with P04 retained their wall decor and overall appearance. Signs were replaced and added in to fit with new PFresh aisle markers.

For 2010, Target exchanged curved neon for lantern fixtures throughout the perimeter of the store. Select SuperTarget/Target Greatland remodels, however, continued to implement curved neon wall decor; such lights also continued to be implemented within vestibules through the P13 era.

Store maps were revised in 2012; an isometric design was released, featuring flat gray department squares, and simple text. This served as a precursor to Target's later map designs.

For Target's July 2013 store openings, new checkout models would be introduced, the first new body design since the introduction of P04. These had previously debuted at Target Canada stores, which had already rolled out the P13 package at the time.

Generally, PFresh grocery departments are more expansive compared to their predecessors. Selections now extended across more aisles in addition to these being lengthened. While new-build stores of the time would be of a larger square footage, PFresh conversions were architecturally limited (with errors such as support poles in the middle of actionways). Guests also lamented the resulting cutdowns in product from surrounding departments.

Layout
For new general merchandise stores, the layout was largely carried over from the pre-P09 prototype. This remained entirely true to new stores without PFresh, of which several more opened by 2010. In new stores with PFresh, the store space was

P13 (2013-15)
This package made its initial debut within Target Canada stores in March 2013. The package made its debut in United States stores in fall 2013, serving primarily as a signage refresh of the previous P09 package. For most facets of the store, no changes were made from the final iteration of P09, except for overhead signage. This department signage was trimmed down into a slim, red frame featuring signage with text and symbols representing the respective portion of the salesfloor.

P04 stores receiving PFresh upgrades also carried over their wall decor and general design into this package. This would be the last package under which PFresh would be introduced to existing stores; this remodeling program was

Most new large-format stores opened in 2015 omitted the traditional café and Pizza Hut Express eateries. This was the beginning of a trend that would last beyond this decor package.