First Look: Target unveils ‘one-of-a-kind’ concept store in NYC
Target Corp. has opened an immersive, experiential format in New York City focused on style, design and fashion.
The discounter has transformed its 26,000-sq.-ft., two-level store in Manhattan’s SoHo into what it described as a “one-of-a-kind concept store where everyday shopping meets play, discovery and style.” The outpost will feature curated displays fashion and beauty items chosen by influencers and celebrities, seasonal drops and a continuously evolving assortment as it looks to keep pace with the latest styles and trends.
The opening comes as Target COO Michael Fiddelke is preparing to take the reins from longtime CEO Brian Cornell in February.
“Guided by incoming CEO Michael Fiddelke's vision to put style and design at the company's forefront, Target SoHo reflects Target's ability to move at the speed of culture, transforming retail into a destination for inspiration and connection,” the company said. "From concept to completion in just four months, the store showcases Target's agility and ambition to redefine what shopping can feel like.”
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Image courtesy of Target. -
Image courtesy of Target. -
Image courtesy of Target. -
Image courtesy of Target.
Target SoHo Highlights
The store features a seasonal edit, “Curated By,” led by the Target team in partnership with NYC “tastemakers.” The assortment will connect customers to influential voices in fashion and lifestyle, offering a personal glimpse into their favorite Target finds across fashion, beauty and home. Actress and comedian Megan Stalter will kick off the first edit.
A dedicated section on the first floor, “The Drop,” will offer a rotating showcase of merchandise. It's currently has a holiday theme with merchandise that includes hostess gifts and lounging outfits.
Additional store features include:
•Broadway Beauty Bar: Described as a beauty playground designed for experimentation, creativity and social sharing, this area will offer a curation of Target's best beauty picks, hand-selected by top talent in the beauty space. Customers can explore trending products, try samples and capture content in the “Viral Vanity” studio.
At launch, celebrity makeup artist Katie Jane Hughes has curated her "must-have" Target beauty picks.
•Gifting Gondola: This photo-ready installation is designed for playful discovery and gifting inspiration. Complete with a convex mirror for capturing festive reflections, the Gifting Gondola will showcase an assortment of exclusive Target-branded merchandise.
The store also offers plenty of opportunities for selfies and Instragram photos.
“Style and design are part of Target's DNA, and there's no better place for us to showcase what's next for our brand than in one of the style capitals of the world," said Cara Sylvester, executive VP and chief guest experience officer, Target. "With Target SoHo, we're bringing together the best of Target and the best of New York — elevated products, immersive storytelling and an experience that invites guests to explore, express and get inspired. This store is a bold reflection of our commitment to style, and it's just one part of our larger investment in Target's design-driven future that grows our roots even deeper in New York City."
Target said the store will adapt and evolve through 2026 and beyond as it explores how different concepts and products resonate with consumers. Customers can expect new experiential zones, seasonal activations, a café and event programming.
