If you build it, they will shop.
That is Target's thinking, as the retailer unveiled a mind-boggling project on Monday—a life-size, two-story dollhouse in Grand Central Terminal's Vanderbilt Hall stuffed full of furnishings, décor and housewares from its new Threshold home collection.
It's not often that we feature an installation in this space, but this one is fairly incredible. Visitors can "live out their childhood dreams" as they explore the interior, and even shop for items from mobile devices, Target says.
The dollhouse, built with help from Deutsch in Los Angeles, is open to the public today and Tuesday from 7 a.m. to 6:30 p.m.
More photos below.
Agency: Deutsch, Los Angeles
Julie Guggemos, vice president of product design and development
Tim Kehoe, associate product design director