Target opens pop-up dollhouse in Grand Central Station
New York -- Target isn’t letting any grass grow under its feet when it comes to the suddenly hot category of home goods and home furnishings. The discounter has installed a giant, two-story dollhouse — some 21 ft. high and occupying some 1,500 sq. ft. of space — smack in the middle of Vanderbuilt Hall in New York City’s Grand Central Station. The temporary installation is designed to promote Target’s new Threshold brand and is completely furnished and accessorized with furniture, decor, and housewares from the collection. It even includes an outdoor area, complete with patio tables, lounging tables and green turf.
The house carries about two dozen products shoppers can purchase by using their smartphones to scan a QR code. The retailer will later ship the product.
Workers built the temporary installation, which is made up of interlocking panels, in Queens and then moved the structure to Grand Central. The installation opened on Monday and will close at the end of day Tuesday.
Target’s latest pop-up comes weeks before J.C. Penney Co. is set to make a splash of its own, with the opening of its multiple branded in-store home shops.