Target SoHo × NYFW
For New York Fashion Week, Original Rose set up live customization inside Target SoHo. Shoppers made a denim keychain at one table and got a printed tote at the next.
At the denim bar, the studio laser engraved mini jean keychains with a taxi, a pigeon, an apple, SoHo, NYC, or a name in script. Each keychain took under a minute. Guests then picked gems, pearls and studs and glued them on themselves. Some decorated full pairs of jeans and their tote bags too.
At the Designed By You station, guests chose a print and the team heat pressed it onto a Target tote while they watched, then added a charm and a scarf. Original Rose also made the denim table covers, printed with the same icons in red and white.
Produced with Refinery29 and MoonLab Productions. Photos by Laura Fuchs.
DETAILS
GALLERY
LIVE CUSTOMIZATION FOR RETAIL EVENTS
Original Rose sets up live customization inside stores and at brand events in New York City and worldwide. Stations can include laser engraving, heat press, embroidery, and studs and gems. For availability and pricing, contact the studio.
FAQ
What is a denim customization bar?
A denim customization bar is a live station where guests personalize denim on the spot. At Target SoHo it had a laser engraver and a table of studs, gems and pearls that guests applied themselves.
Who ran the live customization at Target SoHo for New York Fashion Week 2026?
Original Rose, the New York City live customization studio founded by artist Olivia Rose, ran the denim customization bar and the Designed By You tote station on September 12, 2026.
Can denim be laser engraved?
Yes. The laser removes the top layer of indigo dye and leaves a lighter mark in the shape of the artwork. It works on jeans, jackets and small denim pieces.
How long does laser engraving take per guest?
Small designs like icons and names take about 30 to 60 seconds each.
Can guests customize items themselves?
Yes. At a studs and gems station, guests choose their pieces and set them on their own item, with the studio team helping.
Can a heat press station run inside a store?
Yes. A heat press needs one wall outlet and clear table space around it. The team presses each item while the guest watches.