Target Corporation has opened its newly transformed Target SoHo, a one-of-a-kind concept store at 600 Broadway in New York City where everyday shopping is designed to meet play, discovery, and style. The space marks a bold new chapter in Target’s commitment to style and design, bringing the brand’s DNA to life in an immersive format that is as shoppable as it is visually driven.
A style-led concept in SoHo
Located in the heart of SoHo, the store is built for style-obsessed guests who want to browse, discover, and be inspired rather than simply run errands. From trend-led apparel and beauty to curated home finds and seasonal drops, Target SoHo offers a dynamic assortment that will continually evolve to track what is next in culture and fashion.
Cara Sylvester, executive vice president and chief guest experience officer at Target, said: “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. 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.”
Key in-store experiences
Target SoHo is packed with experiential touchpoints designed to feel more like curated fashion and lifestyle destinations than traditional aisles. Highlights include:
- The Drop @ Target SoHo – a first-floor, rotating showcase of seasonal styles that captures Target’s trend energy and gives guests a reason to revisit frequently.
- Curated edits and gifting moments – including a Gifting Gondola photo-ready installation launching for the holidays, complete with a convex mirror and exclusive Target-branded merchandise for easy, inspiring gift discovery.
- Selfie Checkout – a shareable photo moment at the end of the shopping journey that turns checkout into a branded social media-friendly experience.
According to Harris Poll data cited by Target, 82% of consumers appreciate when stores curate gift ideas and 78% want aisles that feel like destinations for discovery, and Target SoHo has been designed to respond directly to those expectations.
Evolving into a fully immersive hub
The current launch represents Phase 1 of Target SoHo, with more to come. Through 2026 and beyond, the store will evolve into a fully immersive Target experience, introducing new experiential zones, seasonal activations, and café and event programming to keep the concept fresh and culturally relevant.
Guided by incoming CEO Michael Fiddelke’s vision to put style and design at the forefront, Target SoHo is intended as a live testbed for design-led retail and a showcase of the retailer’s ability to move at the speed of culture. From concept to opening in just four months, the project also highlights Target’s operational agility and ambition to redefine what shopping can feel like in major urban markets.
What Target SoHo means for guests and brands
For guests, Target SoHo turns a quick shop into a style-focused outing, giving New York City shoppers a place to discover curated edits, limited drops, and highly Instagrammable moments in one compact space. By layering in features like The Drop @ Target SoHo, the Gifting Gondola, and Selfie Checkout, the concept encourages visitors to linger, explore, and share their experience, rather than simply grab essentials and go.
For brand partners and Target Corporation, the store serves as a live laboratory to test new merchandising concepts, collaborations, and storytelling formats before rolling them out to the wider fleet. If the SoHo model resonates with guests and drives incremental trips and higher basket sizes, learnings from this location could influence how style, discovery, and experience show up in future urban formats and even in refreshed suburban stores.
