Target has unveiled “Target SoHo,” a design‑forward concept store at 600 Broadway in SoHo, New York, United States, created as a fashion and style lab with rotating edits, influencer‑curated spaces, and immersive experiences that go far beyond a typical big‑box layout.
A Style Led Concept At 600 Broadway
The reimagined Target SoHo store sits at 600 Broadway, New York, in the heart of SoHo, and is described as a “one‑of‑a‑kind concept store where everyday shopping meets play, discovery and style.” The December 9, 2025, opening completes “Phase 1” of the project, turning a smaller convenience‑oriented Target into a full fashion, beauty, and home destination that better matches the neighbourhood’s design‑driven vibe.
According to Target’s press release, SoHo was chosen as the perfect stage for this concept because of its creative energy and strong fashion culture, and the store is positioned as a testing ground for future design‑led innovations across the fleet. The space aims to act as both a neighbourhood store and a brand showcase, with a layout built around discovery zones instead of traditional aisles.
Curated By The Drop And Broadway Beauty Bar
Inside Target SoHo, guests move through a series of themed destinations. “Curated By” is a seasonal edit created with influential voices in fashion and lifestyle, launching with comedian and actress Megan Stalter highlighting her Target picks across fashion, beauty and home. On the first floor, “The Drop @ Target SoHo” serves as a rotating showcase for monthly style collections, effectively turning the store into a physical drop culture platform.
Another focal point is the “Broadway Beauty Bar,” a beauty area with changing assortments curated by creators and trendsetters, plus a “Gifting Gondola” filled with exclusive Target holiday merchandise and ready‑made gift ideas. A “Selfie Checkout” zone encourages guests to photograph their hauls, underlining the store’s role as content backdrop as much as shopping destination.
Led By Style Focused Incoming CEO
The concept is tightly linked to the vision of incoming CEO Michael Fiddelke, who takes over leadership of Target in early 2026. He said the SoHo venue is “a punctuation point” for Target’s fashion identity and its direction going forward, after a period where the brand’s style credentials had been challenged.
Executive vice president and chief guest experience officer Cara Sylvester said Target SoHo brings together “elevated products, immersive storytelling and an experience that invites guests to explore, express and get inspired,” adding that it is part of a larger investment in a design‑driven future that deepens the retailer’s roots in New York City. In his LinkedIn post from the launch, Michael Fiddelke said the photos from Target SoHo show “style, joy and a fresh take on New York,” reinforcing his focus on joy‑by‑design as the guiding emotion for guests.
A High-Stakes Fashion Play
Reporting from CNBC notes that the revamped SoHo store is a key move in Target’s effort to “win back its reputation for style and sharp merchandise,” after years when the location felt more like a convenience outlet without full fashion or home assortments. The assortment has been “completely transformed,” with a focus on apparel, accessories, beauty, and curated home that leans into trends and limited drops rather than purely basics.
Data cited in the press release from Harris Poll shows that 82% of consumers appreciate when stores curate gift ideas and 78% want aisles that feel like destinations for discovery, backing Target’s bet on guided, editorial‑style merchandising. Industry commentators frame Target SoHo as a high‑stakes style lab: if guests respond to the rotating concepts, influencer edits, and experiential zones through 2026 and beyond, elements could scale into broader remodel programs across the United States.
