Superstar

Grand Central Station Hosts a Huge House to Promote Target

By: Laura McQuarrie - Published: • References: pressroom.target & adage
Busy New Yorkers making their morning commute on May sixth and seventh 2013 would have found it hard to miss the two-storey life-sized dollhouse set up in the middle of Grand Central Station.

Agency Deutsch LA set up the temporary installation to promote Target's 'Threshold' line of home d├ęcor. The location took advantage of the 500,000 people that pass through the station daily and reinforced the concept of affordable design for all. The vision for the huge 1,600 square foot house was to blend fantasy and reality by creating a moment where people could relive their childhood dreams.

The house was fully decorated with nearly 4,000 products from the Threshold line, which could be purchased on-site or through mobile devices. The house also featured interactive activities like makeovers in the bathroom and blogger-run scavenger hunts.

Photo Credit: Adweek Stats for Life-Sized Dollhouse Installations Trending: Older & Buzzing
Traction: 14,474 clicks in 72 w
Interest: 2.5 minutes
Concept: Grand Central Dollhouse
Related: 85 examples / 65 photos
Segment: Females, 18-55
Comparison Set: 31 similar articles, including: dollhouse-like furniture, magnified postmodern dollhouses, and dollhouse-table hybrids (update).