Target has completely redesigned its SoHo location, turning it into a concept store built around creativity, discovery and expressive shopping. The refreshed 27,600-square-foot layout introduces a more elevated and interactive approach, aiming to make every visit feel inspiring rather than routine. The store prioritizes curation, visual storytelling and thoughtful presentation, signaling Target’s renewed focus on design and style.
Why the Redesign Matters
The company has spent recent years addressing declining sales, concerns about merchandise appeal and shifting customer expectations. The SoHo relaunch marks a return to the retailer’s earlier reputation for trend-driven fashion and playful, elevated shopping experiences. By leading with creativity, Target aims to reconnect with shoppers who value aesthetics, atmosphere and an emotional connection to retail environments.
A Curated, Design-Forward Shopping Experience
The new SoHo store blends fashion, beauty and home assortments into a cohesive, showroom-inspired atmosphere. Products are presented in a way that encourages slower browsing, self-expression and discovery. Rather than offering everything everywhere, the store emphasizes selection over volume, highlighting items that feel current, stylish and thoughtfully arranged.
Curated Seasonal Collections
The store features seasonal assortments curated with the help of New York creatives and cultural personalities. These collections highlight emerging trends in clothing, accessories, décor and gifting. Each rotation introduces fresh perspectives, creating anticipation for what will arrive next.
The Drop @ Target SoHo
This rotating monthly feature showcases limited-time apparel and lifestyle releases. Designed to feel dynamic and ever-changing, the space encourages customers to return frequently and engage with exclusive, fast-moving collections.
Broadway Beauty Bar
The beauty zone combines hands-on discovery with elevated presentation. Visitors can test products, explore curated makeup selections and experience a more interactive approach to beauty shopping. The area includes lighting and displays that make it easy to experiment, take photos and enjoy the process.
Gifting and Self-Expression Spaces
The store includes a dedicated gifting area built around celebratory displays and photogenic fixtures. A selfie-ready checkout space brings a playful element to the experience, allowing visitors to capture moments while completing their purchase.
A Lifestyle Statement, Not Just a Store
The SoHo concept represents a shift in how Target defines brick-and-mortar retail. Rather than focusing solely on efficiency, the brand is experimenting with atmosphere, storytelling and emotional engagement. The aim is to create a store that resonates with urban shoppers who value creativity and design in their daily routines.
Evolving Beyond 2026
The store is planned to grow and shift over time with new experiential zones, programming, collaborations and seasonal concepts. SoHo serves as a testing platform where Target can experiment and learn what modern urban shoppers respond to most. The success of this location will influence how the brand approaches future renovations and possible expansions of the concept.
