Target’s Grand Central Dollhouse
Target decided not to go small while promoting its Threshold home collection: the retailer set up a life-size, two-story dollhouse in the midst of New York’s Grand Central Terminal and dolled it up with products from the line. In fact, all but three pieces of large furniture in the dollhouse were available at Target, and a few of the items were available for purchase in the display via subtly-placed QR codes.
Advertising Age took an in-depth look at the Threshold Dollhouse, which popped up for a mere two days after just 54 hours of set up:
Kelli Frazer, senior VP-executive producer for the experiential group at Deutsch, said the house is “designed for exploration” for the more than 500,000 people who visit the Terminal daily for commuting, shopping and dining. There are “guest interactions” scattered throughout the house — for example, in the bathrooms, there are makeovers being offered — and staff members inside the house are on hand to show off products and encourage people to touch them and use them. The project coincides with the Terminal’s centennial celebration, which is sponsored by Target.
Daniel Chu, executive VP-experiential creative director at Deutsch, said the brief was to create a pop-up that would meld fantasy and reality together. “Target is about the balance of the thrill of expecting more, and the reality of paying less,” he said. “We wanted to take these two brands, Grand Central and Target, and look at them as connectors of fantasy and reality.”
The magic of the pop-up was captured on film, and Target has shared a look at its construction on its YouTube channel:
