Fast facts
- Target revamps its SoHo store with immersive fashion, beauty and home experiences.
- New features include Curated By, The Drop, Broadway Beauty Bar and a Gifting Gondola.
- The store spotlights trend-forward merchandising with monthly rotating edits from experts and influencers.
- Phase 2 rolls out across 2026 with more experiential zones, seasonal activations and in-store programming.
Minneapolis – Target’s SoHo store in Manhattan has been made over into a new fashion-forward, immersive shopping experience.
Located at 600 Broadway near Houston Street, the remodeled store offers on-trend apparel and beauty along with curated home assortment and seasonal drops. The setting is designed as a place where those key category pillars of Target’s lifestyle merchandising “collide” in unexpected ways, the company announced.
“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,” explained Cara Sylvester, executive vice president and chief guest experience officer, Target.
New features include:
Curated By: A seasonal edit led by the Target team in partnership with NYC tastemakers, Curated By connects shoppers to influential voices in fashion and lifestyle, who will offer their favorite Target finds across fashion, beauty and home. Kicking off the first “Curated By” edit is actress and comedian Megan Stalter.
The Drop @ Target SoHo: Located on the first floor, The Drop serves as the embarkment point for Target’s trend-forward strategy. The rotating showcase of seasonal styles, which will change monthly, is designed to spark inspiration. “It’s not just a display — it’s a vibe, a destination and a reason to return again and again,” the company said.
Broadway Beauty Bar: The rotating curation of Target’s best beauty picks will be hand-selected by leaders in the beauty space. The launch collection was assembled by celebrity makeup artist Katie Jane Hughes. Visitors can explore trending products, try samples and capture content in the Viral Vanity studio.
Gifting Gondola: Created as a photo-ready installation, the Gifting Gondola will showcase an assortment of exclusive Target-branded merchandise.
With Phase 1 of Target SoHo now complete, the store will continue to evolve into a fully immersive experience in 2026. The retailer plans to add new experiential zones, seasonal activations, and café and event programming.
“Guided by incoming CEO Michael Fiddelke‘s vision to put style and design at the company’s forefront, Target SoHo reflects Target’s ability to move at the speed of culture, transforming retail into a destination for inspiration and connection,” the company said.
