Revelers making their way to the Holidazzle parade should direct their gaze up -- way up -- for another light show. On the top level of Target headquarters at 10th Street and Nicollet Mall, the entire perimeter glows with a light-filled panorama. What used to be a ho-ho-hum light spectrum has been replaced by an LED display of floating, multicolored ornaments. The new design, which debuted Nov. 25, is the latest in a series.
"It's festive," said Nancy Olson of Shakopee. "I could see it as I drove down I-35 for Holidazzle."
Ten designs have been featured on the building's rooftop, including smiling pumpkins on Halloween, team colors on game days for the Vikings and Gophers, and a stunning re-creation of the northern lights. New designs are added every 30 to 60 days as a creative team of 10 designers grows more comfortable with its new toy.
The team teases 700,000 LED lights on 852 panels into a showpiece. With 25,000 square feet of display, it's the largest in the Midwest, said Target engineer Matt Haugen. The new system, although noticeably brighter than the old display, uses about 40 percent less juice, he said. The lights are on from sunset to 2 a.m. and 5 a.m. to sunrise daily.
So far the designs have included images, not words, although the design team is looking to make it more interactive. But don't go looking for any promotional advertising from the retailer, said Haugen. "Not even a bull's-eye."