Franklin Display Group

OTR Powerwing Display: Engineered and Field-Tested for Target

Main Takeaways

  • Franklin engineered a slim powerwing display strong enough to carry ~125 lbs of OTR cocktail product while mounting securely to inconsistent Target endcap gondolas.
  • Repeated in-store fit testing led Franklin to replace the render's tubular mounting brackets with a simpler, more economical bracket system for production.
  • Once installed, the display held up in a Target store for at least two years, looking sharp the entire time.

The Overview

HH Global brought Franklin a concept for OTR (On The Rocks), a premium ready-to-pour cocktail brand, looking for a powerwing display to merchandise 200mL bottles at Target — a slim, high-capacity unit that could attach directly to the side of an existing wine and spirits endcap without needing its own footprint on the floor.

The Solution

This was a load-bearing engineering problem as much as a design one. The finished unit needed to carry roughly 125 lbs of product and mount securely to a gondola — and Target's endcap gondolas vary enough in condition that Franklin's design had to be tested and adjusted in real stores, not just on paper. The tubular mounting brackets shown in the original render never made it to production; after field testing, Franklin's team replaced them with a simpler, more economical system of small individual brackets that held just as securely for less cost and complexity.

Franklin Engineering Sketch

Hand-drawn manufacturing sketch of the OTR powerwing display, with frame, shelves, dimensions, and construction notes.
Franklin's detailed manufacturing sketch, submitted with the project request form to kick off the build — specifying tube gauges, weld points, channel and header dimensions, and shelf construction.

Photorealistic Render

Render of the OTR powerwing display for Target, showing six shelves of 200 mL bottles beside a store endcap.
The rendered concept: (6) shelves holding (15) 200mL bottles each for a 90-bottle capacity, shown configured to attach to either side of an existing endcap. Overall dimensions: 14″W x 8.25″D x 47.52″H.

In-Store Prototype Testing — Target, Chicago

Blank-graphic powerwing prototype mounted beside a Target endcap for an in-store fit test.
A blank-graphic prototype mounted in a Chicago Target for a live fit test. The first store visit surfaced presentation issues that needed rework; a second visit about two weeks later confirmed the fix and the client signed off.

Finished Unit — Target, Rockford

Finished OTR powerwing display stocked with cocktail bottles on a Target wine-and-spirits endcap.
The finished, fully-graphic display in place at a Target in Rockford, IL — where it stayed installed for at least two years and looked sharp on every visit.

The Details

  • Metal, wire, and tube construction, engineered to hold approximately 125 lbs of product.
  • (6) shelves, each holding (15) 200mL glass bottles, for a 90-bottle total capacity.
  • Overall dimensions: 14″W x 8.25″D x 47.52″H.
  • Configurable to attach to either the right or left side of an existing endcap gondola.
  • All graphics are refreshable and interchangeable; graphic kit includes (6) channel strips plus header and side graphics.
  • Back plate brackets catch the underside of the gondola's shelf bracket to keep the powerwing tight and secure against the endcap.

The Most In-Store Testing Franklin Has Done

Because Target's endcap gondolas aren't all built the same, Franklin couldn't finalize this design from a render alone. The team made repeated trips — by their count, at least five — to hang and re-hang the unit in-store and confirm it could mount securely without compromising the gondola itself. That hands-on process paid off: the production unit went on to spend at least two years in a Rockford, IL Target, standing up to real-world handling and restocking the entire time.

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