Target has unveiled a reimagined, two-level concept store in Manhattan’s SoHo that puts fashion, design, and discovery at the centre of the shopping experience.
The 26,000-sq.-ft. location at 600 Broadway has been rebuilt into what the company describes as a “one-of-a-kind concept store where everyday shopping meets play, discovery and style,” featuring curated fashion and beauty edits, seasonal drops, and an ever-changing product mix designed to reflect fast-moving cultural trends.
The launch comes ahead of chief operating officer Michael Fiddelke assuming the CEO role in February. Target said the SoHo concept is an early expression of his plan to elevate style and design as core brand pillars.
The company highlighted that the transformation from idea to opening took only four months, underscoring what it called Target’s “agility and ambition to redefine what shopping can feel like.”
Key features of Target SoHo include:
Curated By
A seasonal edit developed with New York tastemakers, providing customers a window into influencers’ and celebrities’ favourite Target fashion, beauty and home picks. Actress and comedian Megan Stalter leads the inaugural curation.
The Drop
A rotating first-floor showcase aligned to the latest trends and occasions. The current holiday-themed assortment spans hostess gifts, festive décor and lounge and partywear.
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Broadway Beauty Bar
A “beauty playground” designed for testing trends, sampling products, and creating social content. The space includes a “Viral Vanity” studio and a curated beauty selection led at launch by celebrity makeup artist Katie Jane Hughes.
Gifting Gondola
A photo-ready display anchored by a convex mirror and stocked with exclusive branded gifts aimed at easy inspiration and social shareability.
Across the store, Target has built numerous selfie-friendly installations and visual moments in a nod to SoHo’s influence on style and digital storytelling.
“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, executive VP and chief guest experience officer. “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.”
Target said the format will continue to evolve through 2026 and beyond, with new experiential zones, seasonal edits, a café and events planned as it tests how customers respond to the concept.
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