Target Pops Up in NYC's Grand Central Station

Target knows about presentation. It also knows how to create a buzz. I couldn't help but think after seeing a time-lapse video showing how the retailer erected a two-story dollhouse inside New York's Grand Central train station that it also had an opportunity to drive some immediate sales.

The dollhouse in question was a 1,600 square-foot building with an open floor plan that showed off Target's Threshold décor line room by room. It was open to the public for two days only, closing yesterday.

"Putting our Threshold collection in a house would be the most natural setting to showcase the brand," Julie Guggemos, Target's vice president of product design and development, told the Star Tribune. "Dollhouse invites people into it to experience the product, to touch and feel it."

Over 3,000 items were on display in the dollhouse. Two-dozen could be purchased using smartphones to scan a QR code. The terminal where the dollhouse is located gets roughly 500,000 visitors a day.

• Target gets all dolled up for New York's Grand Central Station - Star Tribune
• All Dolled Up: Life-Sized Dollhouse Debuts at New York's Grand Central Terminal - a bullseye view
• Target Builds Life-Size 'Dollhouse' Inside Grand Central - Advertising Age (tiered sub.)