Giant doll's house pops up in Grand Central station - thanks to Target
One of the world's best-known railway stations - New York's venerable Grand Central Terminal - got something new this weekend : a life-size doll's house.
The doll's house in Grand Central
It was erected by the chain store Target in the middle of the station to promote its Threshold home décor line.
The 1,600-square-foot showpiece was made from interlocking 4-by-8 panels fitted together in just 54 hours to create an open-plan house. There's even a patio and lawn .
Between 3,500 and 4,000 products are on display - everything from towels to lamps to throw pillows.
The installation will be open to the public through Tuesday.
Shawn Gensch, Target's senior-VP marketing, told AdAge that doing a pop-up installation was a way for the retailer to show off everything in a collection in one place, not always possible at individual stores.
The house was created via agency Deutsch, of Los Angeles.
Kelli Frazer, senior VP, said the house was "designed for exploration" for 500,000 people who visit the Terminal daily .
In the bathrooms, there are makeovers being offered -- and staff members inside the house show off products and encourage people to touch them and use them.
The project coincides with the Terminal's centennial celebration, sponsored by Target, which itself turned 50 last year.
Daniel Chu, executive VP-experiential creative director at Deutsch, said the brief was to create a pop-up that would meld fantasy and reality together. "Target is about the balance of the thrill of expecting more, and the reality of paying less," he said.
"We wanted to take these two brands, Grand Central and Target, and look at them as connectors of fantasy and reality."
There was a photo station for visitors to take a picture of the doll's house and share it on social media.