What You Need to Know
Target opened its redesigned SoHo at 600 Broadway in SoHo, New York. The store mixes everyday items with design-forward apparel, beauty, home and seasonal drops in an immersive, constantly changing layout. Target built the concept to reflect its ties to New York designers, small businesses and the city’s creative scene.
When you visit, you’ll find focused areas that encourage discovery. Curated By offers seasonal edits led by NYC tastemakers, starting with Megan Stalter. The Drop on the first floor rotates monthly to showcase trend-forward collections. Broadway Beauty Bar features picks from Katie Jane Hughes and a Viral Vanity studio for trying products and creating content. The Gifting Gondola provides photo-ready displays for the holidays, and Selfie Checkout gives you a final shareable moment.
Phase 1 is complete and Target will expand the store through 2026 with more experiential zones, café and event programming. Incoming CEO Michael Fiddelke has put style and design at the center of the company, and Target finished the initial concept in four months to move quickly and learn how guests respond. You will see the store change regularly as Target tests new activations and seasonal offerings.
