Target’s Project 62: The stuff of midcentry modern dreams or just rebranding?

There’s been a lot of breathless coverage of Target’s new home line, Project 62, set to officially launch on Sept. 19. At first (millennial) blush, the line looks to restore Target’s rep as a purveyor of covetable design trends without the hefty price tag that made the big box chain all the rage in the early 2000s.

I admit, the early press photos and splashy web page, whet my appetite.

On a recent trip to my neighborhood store, I spotted some early stocked Project 62 items, mostly small home goods like lamps and pillows. The goods were stylish, but not really that much different from Target’s Threshold brand. In fact, I saw some silver elephant table art that is exactly like brass elephants Target’s been carrying all year. They were even on the same shelf next to each other!

Check it out:

Another thing I noticed in the publicity photos was this kitchen table with a white top and wood legs. It’s exactly the same as a table they carried earlier this year by Threshold. Indeed, when I checked my “saved for later” section of my online Target cart, there was the newly renamed 72″ Westbrook Mid Century Table.

I’m hoping this is not a bad sign for future Project 62 offerings. While I like what they are advertising so far, it’s pretty disappointing if this isn’t really anything new. But if I’m being honest, I’m sure I’ll still buy a few Project 62 items, because Target.

Click the slideshow to check it out some highlights of the Project 62 collection:

This slideshow requires JavaScript.

As always, these are my personal recommendations. Nothing in this post has been paid for or sponsored.

Follow me @GentrifiedNomad on Instagram and Twitter and on Facebook.

Photo credit: Emmily Bristol and media images from Target.


One comment on “Target’s Project 62: The stuff of midcentry modern dreams or just rebranding?”
  1. Emmily Bristol says:

    Reblogged this on Emmily Bristol.


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