Target Corporation has opened a new concept store in New York’s SoHo district, introducing an experiential retail format.
Target opens new concept store in SoHo, New York. – Target
The location at 600 Broadway marks the debut of Target SoHo, a format the company describes as a “living, breathing style experience.”
It features curated zones built for product discovery. “Curated By”, a seasonal edit created in partnership with New York tastemakers, launches with actress and comedian Megan Stalter highlighting her Target picks across fashion, beauty and home. Meanwhile, “The Drop @ Target SoHo”, located on the first floor, will serve as a rotating showcase for monthly style collections.
The store also opens with the Broadway Beauty Bar, where celebrity makeup artist Katie Jane Hughes is curating her must-have Target beauty picks, and offering a social-driven space where guests can test products and create content.
Timed for the holiday season, Target is also introducing the “Gifting Gondola”, a photo-ready installation featuring exclusive merchandise, and a “Selfie Checkout” moment designed for social sharing.
“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 vice president and chief guest experience officer, Target.
“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. This store is a bold reflection of our commitment to style, and it’s just one part of our larger investment in Target’s design-driven future that grows our roots even deeper in New York City.”
The company plans to continue evolving the location over the next year as part of a phased rollout. Target said the store will add new experiential zones, seasonal activations, and café and event programming through 2026.
The SoHo opening comes as Target increases its investment in New York, including a new headquarters space, partnerships tied to New York Fashion Week and now Target SoHo.
