The Threshold Dollhouse by Target

May 2013

Imagine building a 2-story life-sized dollhouse inside one of the most iconic buildings in the US, Grand Central Terminal. With some of the strictest engineering regulations, fire safety, security, and restrictions to help preserve the beautiful floors and facade of Vanderbilt Hall, this was one of the most challenging and epic activations to be installed inside of Grand Central Terminal. Oh and did we mention all fabricated panels had to fit within a 6ft door? That was no easy task, but with the help of over 50 partners, we accomplished this incredible production.

On May 6, just in time for the AM rush hour, the 1,600 sq. ft. Dollhouse officially opened in the iconic Vanderbilt Hall in a televised ribbon cutting ceremony. The Dollhouse featured eight fully decorated rooms that guests could walk through and explore. The Dollhouse featured over 3500 Threshold items that guest could touch, hold, and buy — in a living environment that couldn't be created in-store.

In just two days of activating, the Dollhouse earned over 163 million media impressions.

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Our role: Lead Producer at Deutsch LA