Target Opens Design Led, One-Of-A-Kind SoHo Store On Broadway

The new Target SoHo is a one-of-a-kind concept store where everyday shopping meets play, discovery and style.

Target Corporation

So, Target Incoming Chief Executive Michael Fiddelke promised to put the fun back into business fundamentals and the first fruits are apparent today, as a SoHo store opened following a serious glow up for the holiday season.

Today it opened a reimagined flagship in SoHo, New York, unveiling a concept store that blends retail with the aesthetics and energy of downtown New York. The location, at 600 Broadway, is designed as an immersive showcase for the retailer’s style ambitions, reflecting a push to bring design to the forefront of its brand expression.

The company described Target SoHo as a space where shopping is interwoven with discovery, offering a constantly refreshed assortment of apparel, beauty, homeware and seasonal collections. And the store is intended to serve as both a destination for trend-minded consumers and a testing ground for concepts that may influence the broader chain.

“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,” said Cara Sylvester, the company’s executive vice-president and chief guest experience officer.

She added that the store represents a synthesis of New York sensibilities and Target’s design-led ambitions, positioning the company for a “design-driven future” that reinforces its presence in the city.

Target Celebrates Chic

The opening also reflects Target’s deepening ties with New York’s creative community. The retailer has invested in local partnerships over the years, including collaborations tied to New York Fashion Week and the development of a new city headquarters. The SoHo site is intended to channel that cultural rhythm into a retail environment.

The store’s design has been created to align with consumer research showing that shoppers value curated inspiration and discovery-led browsing. In SoHo, that translates into a series of rotating experiences. ‘Curated By’, a seasonal edit developed with New York tastemakers, has debuted with selections from actress and comedian Megan Stalter.

‘The Drop’, on the first floor, offers monthly releases across fashion, beauty and home, intended to draw regular visits.

Beauty is foregrounded through the ‘Broadway Beauty Bar’, a rotating selection assembled by industry names. This toime round, the first edit comes from celebrity makeup artist Katie Jane Hughes, who has assembled her preferred finds from Target’s beauty ranges. The space includes sampling areas and a ‘Viral Vanity’ set-up for content creation.

Other features include a holiday-timed Gifting Gondola, positioned as a visual installation and gifting guide, and a Selfie Checkout, which is intended to turn the end of the shopping trip into a photo opportunity.

Target To Evolve Concept

Target said the SoHo store will continue to evolve through 2026, adding experiential zones, seasonal programming and food and event elements.

The initiative aligns with the strategy of incoming chief executive Michael Fiddelke, who has emphasised style and design as central to Target’s next phase. The company noted that the store was delivered from concept to opening in four months, highlighting what it called its operational agility.

Target, headquartered in Minneapolis, operates nearly 2,000 stores across the U.S. and online.