Target Brings Threshold To Life In Grand Central

Threshold dollhouse frontEvery commuter’s fantasy of clicking heels (there’s no place like home!) and being instantly transported home is now a reality—well, almost.

This week Target built a life-sized dollhouse in the middle of New York’s Grand Central Terminal. where the two-story Threshold Dollhouse officially opened in the iconic Vanderbilt Hall.

Featuring styled rooms using real furniture and décor from the new Private Brand Threshold collection, the house is inspired by the home featured in Target’s current print campaign.

Created by agency Deutsch, Los Angeles, the 1,600-square-foot pop-up is built from interlocking 4-by-8 panels that were fitted together in just 54 hours, as well as a patio and lawn area. Approximately 4,000 products are on display in the house, ranging from towels to lamps to throw pillows.

The innovative marketing approach isn’t just about showing off Target product, it’s about interacting with product in a beautiful environment. Guests are encouraged to lounge on the plush couch, peruse the curated bookshelf and take a break from their bustling days.

Target wants guests to make themselves at home—literally. Ladies can even stop by beauty stations inside the “bathroom” for hair and makeup touch-ups with beauty experts.

According to an article in trade magazine AdAge:

Kelli Frazer, senior VP-executive producer for the experiential group at Deutsch, said the house is “designed for exploration” for the more than 500,000 people who visit the Terminal daily for commuting, shopping and dining. There are “guest interactions” scattered throughout the house — for example, in the bathrooms, there are makeovers being offered — and staff members inside the house are on hand to show off products and encourage people to touch them and use them. The project coincides with the Terminal’s centennial celebration, which is sponsored by Target.

“Threshold has a distinct look that marries quality and design,” said Mr. Chu. “We worked with Target’s design team to have the same look and feel across the dollhouse, the direct-mail and the campaign.” But there are also other distinctly Target touches, such as a doorknocker with the bullseye on it, and a petite Threshold mailbox.

SOURCE: A Bullseye View


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.