Target: Target Dollhouse

Grand Central Station; New York City, NY

Challenge

Create a PR-worthy launch event where influencers and consumers can experience Target's exclusive new product line, Threshold, in a home setting.

Approach

Design and build a life-size Target home in New York's iconic Grand Central Terminal. The Target Dollhouse, a 1,600 sq foot home, designed to stand an impressive 24 feet in height, featured eight individually decorated rooms and was accompanied by a 1,200 sq foot patio, all adorned with over 3,500 pieces from Target’s newest product line. With only 52 hours to erect, furnish, and decorate the 3,000 square feet space, the set-up was pre-built in NH and trucked to NYC in pieces, where it was loaded through an 8’ doorway and pieced back together.

Results

Over the course of 48 hours, The Target Dollhouse welcomed 64,000 guests, distributed 23,000 coupons, and hosted a private media event with celebrity attendees, garnering over 150mm media impressions in just the first day of activation. To this day, it is credited as the largest structure ever erected in Grand Central Terminal. The Target Dollhouse pop-up resulted in Trigger(House being awarded Preferred Vendor status.