To introduce Target’s new home line, Threshold, we unveiled a never-before-seen brand activation: designing, fabricating and featuring a 1,600 sq. ft. Dollhouse in Vanderbilt Hall in Grand Central Terminal. Oh, and did we mention this all took place during the busy morning rush, along with a televised ribbon-cutting ceremony? 

 

Assembled in 48 hours, the Dollhouse featured eight fully-decorated rooms and over 3,500 Threshold products for guests to explore and purchase. Guests could also sample e.l.f. products in a bathroom-turned-makeup counter with makeup artists and hair stylists, and commemorate the experience in a photo booth.

 

This unique experience garnered 163 million media impressions and won multiple Experiential Marketing awards.​

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Our role: Ideation, creative design, planning and production with Deutsch.