Grand Central Station Hosts a Huge House to Promote Target
Laura McQuarrie — May 11, 2013 — Marketing
References: pressroom.target & adage
Busy New Yorkers making their morning commute on May sixth and seventh 2013 would have found it hard to miss the two-storey life-sized dollhouse set up in the middle of Grand Central Station.
Agency Deutsch LA set up the temporary installation to promote Target's 'Threshold' line of home décor. The location took advantage of the 500,000 people that pass through the station daily and reinforced the concept of affordable design for all. The vision for the huge 1,600 square foot house was to blend fantasy and reality by creating a moment where people could relive their childhood dreams.
The house was fully decorated with nearly 4,000 products from the Threshold line, which could be purchased on-site or through mobile devices. The house also featured interactive activities like makeovers in the bathroom and blogger-run scavenger hunts.
Photo Credit: Adweek
Agency Deutsch LA set up the temporary installation to promote Target's 'Threshold' line of home décor. The location took advantage of the 500,000 people that pass through the station daily and reinforced the concept of affordable design for all. The vision for the huge 1,600 square foot house was to blend fantasy and reality by creating a moment where people could relive their childhood dreams.
The house was fully decorated with nearly 4,000 products from the Threshold line, which could be purchased on-site or through mobile devices. The house also featured interactive activities like makeovers in the bathroom and blogger-run scavenger hunts.
Photo Credit: Adweek
Trend Themes
1. Life-sized Dollhouse Installations - Creating life-sized dollhouse installations as a marketing tactic to promote products and interact with consumers in an immersive way.
2. Mobile Commerce - Offering products showcased in the dollhouse installation for purchase through mobile devices to facilitate convenience and accessibility for consumers.
3. Interactive Events - Hosting interactive activities, such as makeovers and scavenger hunts, within dollhouse installations to engage consumers and encourage social media sharing.
Industry Implications
1. Retail - Bringing in-store experiences to public spaces and creating immersive installations to showcase products and increase consumer interaction.
2. Real Estate - Incorporating immersive experiences and interactive activities into open houses and model homes to generate excitement and engagement with potential buyers.
3. Advertising and Marketing - Developing innovative marketing tactics that go beyond traditional advertising and create immersive, shareable experiences for consumers.
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