- Target has reopened its SoHo location at 600 Broadway as an immersive concept store focused on curated fashion, beauty, and home goods experiences.
- The store redesign is part of a broader $5B investment to revitalize the brand after years of sales struggles and public criticism.
- Featuring influencer partnerships, seasonal collections, and interactive shopping zones, the store aims to test innovations that may inform future rollouts.
Turning the Page In SoHo
Target is testing a new retail direction in New York City’s SoHo neighborhood, reports CoStar. The 27,600 SF store has been transformed into an interactive, style-driven experience. The retailer calls it “a one-of-a-kind concept store” that blends shopping with discovery and trend-driven design.
Why Now
The launch comes as Target faces falling sales, inventory issues, and criticism over its product assortment and public stances.The SoHo project reflects new leadership under incoming CEO Michael Fiddelke. He is focused on restoring the retailer’s reputation for stylish, affordable offerings. That brand identity once earned Target the nickname “Tarjay.”
Get Smarter about what matters in CRE
Stay ahead of trends in commercial real estate with CRE Daily – the free newsletter delivering everything you need to start your day in just 5-minutes
What’s Inside
The new store spotlights curated collections in fashion, home, and beauty, including:
- “Curated By”: A rotating selection of influencer-approved picks, kicking off with comedian Megan Stalter.
- “The Drop @ Target SoHo”: A monthly showcase of seasonal style collections.
- Broadway Beauty Bar: A space for product trials and expert selections, starting with celebrity makeup artist Katie Jane Hughes.
- Selfie-Friendly Features: Including the “Gifting Gondola,” Viral Vanity studio, and “Selfie Checkout.”
The goal is to make the store a local destination that encourages exploration and creativity.
A Testing Ground
Target has no immediate plans to expand the SoHo format, but the concept could serve as a future rollout blueprint. Retail analyst Neil Saunders noted the store’s urban-focused concept may not be widely scalable but could help inform future store upgrades across the country.
The Road Ahead
Target will evolve the SoHo store through 2026, adding experiential zones, a cafe, and community-focused events. The store’s refresh took only four months, signaling Target’s fast-paced push to modernize its retail experience.
Why It Matters
With this SoHo revamp, Target is making a statement: It wants to win back consumers not just with low prices, but with design, discovery, and cultural relevance. If successful, it may point the way for how major retailers blend brick-and-mortar tradition with digital-age experience.
