With the long-awaited opening of a notoriously in-limbo store, Target has officially arrived in Hollywood.
The location, which began construction years ago but has remained empty due to resistance from some neighborhood associations, finally opens Sunday at the corner of Sunset and Western.
As Los Angeles Magazine notes, the store's long journey into existence began 12 years ago when the City Council OK'd plans for the project, but it was plagued by lawsuits almost from the beginning — which continued as physical work got underway.
Somewhere along the line, something strange happened. The store took on a life of its own, almost literally. It gained sentience and took to social media, calling itself "Target Husk" on Facebook and Twitter.
The parody account — which referred to Target's Minnesota headquarters as "mom" — gained a large following, providing not only a satire on the forever-under-construction store, but also wistful musings on the nature of its strange existence.
Last year, it found a reason to be hopeful, when it was reported that city officials had inspected the site and granted a permit for work to resume.
But what about the store's social media consciousness? It's changed its name to "Target Formerly a Husk," and is by all appearances adjusting to its new identity as a fully operation big-box retail outlet:
Though "Formerly a Husk" appears to be happy with this new chapter in its "life," it has taken on a decidedly nihilistic tone. Its "About" on Facebook now says:
I'm finally a whole department store after a decade of planning and 6 years of being a half-store. Come buy things, I suppose, but also consider that there is no ethical consumption under capitalism. Hollywood, CA.
Heady stuff for a sentient department store. And what about the future? An invite on its Facebook page is advertising an "Occult Ritual to Transfer My Consciousness Into a Human Being," scheduled for Halloween night.
Is this when the user behind the account finally reveals him- or herself? Or is "Husk" literally being transferred into a human vessel?
Not clear at this point, but rest assured that we'll be keep a close eye on this story.