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The possibilities of connected homes may be endless, but for some time retailers and marketers at product companies have struggled to convey reasons for consumers to invest now. With Open House, Target has created a platform that is ‘part retail space, part lab’ for brands to show off creative uses for their products in a 1:1 scale model home.

Featuring products from 50 vendors, including connected light bulbs, baby monitors, sprinklers, doorbells and more, the new concept store shows off the technology ready and waiting to turn homes across America into connected smart hubs.

‘Instead of simply showing how a smart baby monitor functions, Open House connects it to other, sometimes surprising, products such as a lamp and even the coffee maker and speakers,’ the company wrote in a statement. ‘Visitors can see how a baby’s stirring prompts soothing music on the sound system and a pot of joe brewing in the kitchen.’

The Big Picture: The number of Internet of Things products on the market is growing day by day, but is the home ready to be connected? Find out more with our market report on The Connected Home.