With ad agency Deutsch, the retailer built a pop-up installation to show off its home decor line.
With ad agency Deutsch, Target built a life-size dollhouse in the middle of Grand Central Terminal to show off its new home decor line, Threshold. The 1,600 square-foot pop-up installation was designed for exploration, with staff on hand to encourage people to interact with the brand.
Ad Age reports that the dollhouse was made up of interlocking 4-by-8 panels, fitted together in 54 hours to create an open-plan house, patio and lawn area. There were nearly 4,000 products on display inside, which are for sale from Target.
There were also “guest interactions” throughout the dollhouse, a photo station for visitors to capture pictures, and iPad photo frames in the house featuring some of the photos taken.