In May 2013, Target unveiled an ambitious experiential marketing activation to launch its new home décor line, Threshold. The centerpiece was a life-size, two-story dollhouse constructed within Vanderbilt Hall at Grand Central Terminal—a bustling hub in New York City. Spanning approximately 1,600 square feet, the installation featured eight fully furnished rooms, including bedrooms, a kitchen, a dining area, and a patio, all meticulously styled with over 3,500 products from the Threshold collection.

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The structure was assembled in just 48 hours, then visitors were invited to explore the space, interact with the products, and even make purchases on the spot via QR codes that linked directly to Target's online store. Additional features included a beauty station offering complimentary five-minute makeovers, enhancing the interactive experience.

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The activation coincided with Grand Central Terminal's 100th anniversary celebrations, leveraging the increased foot traffic and media attention. Over the course of two days, the Dollhouse attracted approximately 19,000 visitors and generated more than 163 million media impressions, earning accolades such as the BizBash Event Style Award for Best PR Stunt or Guerrilla Marketing Campaign.

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Our Role: Full ideation, creative design, planning and production with Deutsch.