See Inside Target's Design-Forward New York Concept Store
Target has opened a new concept store in New York’s SoHo neighborhood, positioning the location as a design-forward, experiential retail environment built around discovery, storytelling and cultural relevance.
Target described the SoHo store, located at 600 Broadway, as a “one-of-a-kind” testing ground where everyday shopping meets trend-driven curation and immersive merchandising.
The launch reflects Target’s broader effort to evolve physical retail beyond transactional spaces, using experience, style and design to drive engagement and repeat visits.
“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,” Cara Sylvester, executive vice president and chief guest experience officer at Target, said in a media release.
A Rotating Retail Destination
Target SoHo is designed to function more like a rotating retail destination than a traditional big-box store. The curated assortment spans apparel, beauty, home and lifestyle, with displays and products expected to evolve continuously to reflect seasonal trends, cultural moments and consumer behavior.
Experiential Zones With a Commerce Focus
The store features several experiential zones intended to encourage exploration, content creation and social sharing:
- Curated By: A rotating seasonal assortment created in partnership with New York-based tastemakers and creators. The first drop features actress and comedian Megan Stalter’s favorite Target finds across categories.
- The Drop @ Target SoHo: A first-floor showcase featuring monthly product drops across fashion, beauty, home and lifestyle, designed to drive urgency, fuel discovery and encourage repeat visits.
- Broadway Beauty Bar: A rotating, talent-curated beauty destination. At launch, celebrity makeup artist Katie Jane Hughes selected a lineup of Target beauty products, supported by sampling and a “Viral Vanity” studio built for social content creation.
- Gifting Gondola: A holiday-focused installation featuring exclusive Target merchandise and a convex mirror designed for discovery and photo moments.
- Selfie Checkout: A photo-op intended to turn checkout into an extension of the brand experience.
Together, the zones reflect Target’s strategy to blend merchandising, experiential retail and social engagement — positioning the store as both a shopping destination and a brand storytelling platform.
That approach aligns with 2025 P2PI consumer research, which found that Millennials and Gen Z shoppers are especially drawn to experiential retail elements and eye-catching visuals, ranking these factors as more important than older generations.
What’s Next for Target SoHo
While Phase 1 of Target SoHo is complete, the retailer said the location will continue to evolve through 2026, with plans for additional experiential zones, seasonal activations, cafe elements and event programming.
Guided by incoming CEO Michael Fiddelke’s vision to put style and design at the forefront, the store was developed in just four months, per the company. Target said the SoHo location will serve as a live testing environment, allowing the company to experiment with new formats, partnerships and merchandising strategies as well as observe what resonates with consumers.
