An immersive brand experience at Grand Central


This week, Target unveiled a life-size dolls house in Grand Central station that was “designed for exploration”. 


The two-story show home was only up for two-days and was packed full of around 4,000 products from Target’s new Threshold collection.  It featured décor, homewares and furnishings.  Alongside products there were activities such as makeovers in the bathrooms and a small army of brand ambassadors on hand to encourage people to interact with the products.  Visitors could also have photos taken using iPads placed around the dolls house, which would then appear on digital photo frames in the rooms – an activity designed to encourage people to feel that the place was their own.  Key items could also be bought from mobile devices, using digital tags.

This reminds us of the IKEA experience that Joss Davidge, Business Director here at Because, discussed in one of his Talking Points blogs for The Marketing Society last year.

Author bio


With nearly 30 years of marketing experience, both client and agency side, I’ve acquired a rare perspective on brands and business: I believe you have to challenge things creatively if you want to grow sales. Consumer technology is reshaping our world, and it’s only the great brands that stay on the crest.