Dollhouse browsing: A commuter fantasy in New York

Threshold was released in autumn 2012, and items have continually been added. The dollhouse, which features 3,500–4,000 products, enables potential customers to visualise how items will look in their homes before they shop for them.

Kelli Frazier, senior vice-president and executive producer of the experiential group at Deutsch Los Angeles, the agency behind the idea, said the dollhouse is ‘designed for exploration’ by the terminal’s half a million daily visitors. Situated just off the main concourse, the dollhouse is easily accessible to commuters, without being in their way. Visitors who want to linger can have a makeover in the dollhouse bathroom. 

The idea of a life-size dollhouse – a miniaturised home scaled back up to normal size – might seem to be a contradiction, but it is a clever blend of reality and fantasy. For more, read our Faction Marketing macrotrend.