Last spring, Target asked for a fashion show that would showcase their new fall line and create buzz during New York’s fashion week. But as a department store known for affordable style, stacking up against the world’s most couture fashion labels was no easy task. To be noticed in an already oversaturated and cynical market, Target needed to produce something spectacular.

It took 66 dancers, 25 models, an original score, 44,640 LED bulbs, a month of rehearsals, one cordoned off city block and 155 rooms in New York’s Standard Hotel. Named the Target Kaleidoscopic Fashion Spectacular, the event reinvented the fashion show by using all 18 stories of the hotel’s windows to showcase the brand and it’s fall fashion while providing a 20-minute light, sound and dance spectacle for the thousands of spectators on the streets below.

Streamed live on Facebook and disturbed as an online film, the Spectacular has received 160 million impressions across media and has been shared online over 12.6 million times.