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Target has unveiled a new “unique concept store” in New York City where “everyday shopping meets play, discovery and style.”
The reimagined Target SoHo in New York City’s SoHo neighborhood is “a bold new chapter in Target’s commitment to style and design” and “a new expression of the Target brand,” the company said in a Dec. 9 news release.
Target’s new store is partially “inspired by the creative rhythms of New York City,” offering customers “an experience that pulsates with the energy of New York City.”
Target said of the new store, “From trend-worthy apparel and beauty products to carefully selected home products and seasonal drops, Target SoHo offers a dynamic, ever-evolving assortment designed to stay abreast of the next trends, making it the ultimate destination for guests who want to shop on-trend.”
See photos of Target’s new concept store
“Commitment to style”
The main features of the new store are:
- curator: A seasonal editorial led by the Target team in partnership with New York’s Tastemakers, Curated By connects guests with influential voices in fashion and lifestyle for a personal glimpse into their favorite Target finds across fashion, beauty and home. Launching the first “Curated By” edit: actress and comedian Megan Stalter.
- The Drop @ Target Soho: A rotating showcase of seasonal styles, “The Drop is where Target’s trend-forward energy lives.” Expect new and exciting discoveries across fashion, beauty, home and lifestyle to be unveiled each month.
- Broadway Beauty Bar: A rotating selection of Target’s best beauty items, hand-picked by beauty trendsetters. Target describes the bar as a “beautiful playground designed for experimentation, creativity, and social sharing.” Customers can also sample products and capture content in the Viral Vanity studio.
- Gondola gifts: “The photogenic installation is designed to offer playful discovery and gift inspiration” and showcases an assortment of exclusive Target brand merchandise.
- selfie checkout
“This store boldly reflects our commitment to style and is just one part of our larger investment in Target’s design-led future as we extend our roots even deeper in New York City,” Carla Sylvester, executive vice president and chief guest experience officer, said in a statement. “Target SoHo brings together the best of Target and the best of New York: elevated products, immersive storytelling and experiences for guests to explore, express and be inspired.”
Target SoHo continues to evolve
Target added that the store will continue to evolve into a “fully immersive Target experience” in 2026 and beyond.
“Guests can expect new experience zones, seasonal activations, and a program of cafes and events,” the company said, adding, “The store will continually adapt and change as Target explores how different concepts and products resonate with consumers in this creative and experiential environment.”
Saman Shafiq is a trending news reporter for USA TODAY. Contact her at sshafiq@gannett.com and follow her on X and Instagram @saman_shafiq7.
