Keeping with the authenticity of the long-time Minnesota brand, the goal was to capture the local flavor and the personality of the neighborhood. Target wanted to illustrate and hand paint a series of murals as a love letter to the unique aspects of Uptown. From the robust nightlife to the proximity to many lakes and a strong cycling culture, there was plenty of subject matter to work with. Hand painting was executed on a large scale with help from Dan Madsen of Dusty Signs. Three walls spanning about half the wall space in the store and a few thousand square feet were covered in a few hundred man-hours.