First Look: Target completes revamp of ‘one-of-a-kind’ concept store in NYC
Target Corp, has completed the transformation of its reimagined store in New York City’s SoHo neighborhood.
The 26,000-sq.-ft. outpost, which Target has described as a “one-of-a-kind concept store,” has been made over into a into a style- and design-led shopping destination. After unveiling the first floor in December, Target has now unwrapped the second floor, extending the first level’s curated, discovery-driven approach to the categories customers shop most often: everyday essentials.
The new space features immersive experiences across home, wellness, toys and food and beverage, including shoppable living spaces and a New York-inspired food market. These include “Bullseye Loft,” a reimagined home destination spaces featuring Target's home brand Threshold, and “Explorers' Lab,” an interactive destination for toys and entertainment inspired by imagination, storytelling and New York culture.
In addition, the food and beverage space has been designed as a modern city market.
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Image courtesy of Target. -
Image courtesy of Target. -
Image courtesy of Target.
Other highlights include:
•Balance Mart, a wellness destination featuring expanded men's grooming, trending wellness brands, Korean beauty products and more;
•The Snack Bar brings New York streetscapes inside, transforming grab-and-go items from emerging brands into a series of neighborhood-inspired stops; and
•A Seasonal Shopping Bar turns seasonal shopping into a constantly changing world of discovery.
Since the reimagined store opened, apparel and accessories have emerged as its highest-performing category. Monthly refreshed assortments and timely, exclusive experiences help bring cultural trends to life and give customers a reason to return, according to Target.
Early response to the concept has been positive, the company added, with nearly two-thirds of consumers aware of Target SoHo saying the store makes Target feel more stylish. Looking ahead to 2027, Target said plans to introduce exclusive SoHo-only products, collectibles and experiences.
"Our guests want more than just a place to shop — they want to feel inspired, discover something new and find great style, design and value in the products they shop for every day." said Michelle Mesenburg, chief brand officer, Target. "With Target SoHo's transformation complete, we're bringing that joy of discovery to every corner of the store, turning everyday essentials into moments of inspiration and giving guests something new to love with every Target run."
Target has 109 stores across New York, including 40 locations across New York City.
