Minneapolis — Target Corporation has officially opened its newly transformed Target SoHo — a one-of-a-kind concept store. Located in the heart of New York City at 600 Broadway, Target SoHo marks a bold new chapter in Target’s commitment to style and design, bringing the brand’s DNA to life in an immersive, experiential format that’s as shoppable as it is inspiring.
Target SoHo delivers a dynamic, continuously evolving assortment designed to keep pace with what’s next — making it the ultimate destination for guests who want to shop the trends as they experience them. It’s a new expression of the Target brand and an exciting way for consumers to discover style at Target.
“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,” says Cara Sylvester, executive vice president 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 has long been part of, and inspired by, New York’s creative rhythm, building deep connections with designers, small businesses and entrepreneurs across the city. Today, the retailer is leaning even further into the energy, style and cultural pulse that defines New York. From New York Fashion Week partnerships to a new headquarters space and now Target SoHo, the retailer’s next chapter reflects a vision where design and innovation come together. SoHo is the perfect stage for this concept.
Target SoHo is built for the style-obsessed, the trend-hunters and the everyday explorers who want to be inspired. According to Harris Poll data, 82% of consumers appreciate when stores curate gift ideas, and 78% want aisles that feel like destinations for discovery. Target SoHo is designed to deliver exactly that.
The store also features a ‘Broadway Beauty Bar,’ a first-of-its-kind, rotating curation of Target’s best beauty picks, hand-selected by top talent in the beauty space. It’s a beauty playground designed for experimentation, creativity and social sharing. Guests can explore trending products, try samples and capture content in the Viral Vanity studio.
While Phase 1 of Target SoHo is complete, there’s more to come. Through 2026 and beyond, the SoHo store will evolve into a fully immersive Target experience. Guests can expect new experiential zones, seasonal activations, and café and event programming. The store will continually adapt and transform as Target explores how different concepts and products resonate with consumers in this creative, experiential environment.
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. From concept to completion in just 4 months, the store showcases Target’s agility and ambition to redefine what shopping can feel like.
Minneapolis-based Target Corporation has nearly 2,000 stores.
SOURCE: Target Corporation