Target launched Threshold in one of the most storied locations in the world – historic Grand Central Terminal. Tapping into the whimsy and magic of childhood fantasy, Target created a life-sized, interactive Dollhouse. The 21-foot tall house, constructed in just 54 hours, featured seven rooms, a garden, and over 3,000 products in a functional setting to see, touch, and shop. QR codes throughout the house brought new meaning to the phrase 'window shopping' as guests scanned items in the Dollhouse to have it delivered to their homes in just a few simple clicks.

New Yorkers were stopped in their tracks by the life-sized Dollhouse that had sprung to life nearly overnight. In 2 days, over 45,000 people passed through Vanderbilt Hall and saw the design. Earning the title of 'Largest structure ever built in Grand Central Terminal', the Dollhouse was the darling of news media, with 113+ million earned impressions. 63 top-tier news outlets covered the Dollhouse including CNN, The New York Times, The Huffington Post, Daily Mail, Yahoo! Homes, Forbes, Examiner, Ad Age, Adweek, Creativity, Apartment Therapy, and Gothamist, plus a title rarely awarded to experiential creative – Adweek’s Ad of the Day.