Target Unveils New Concept Store in SoHo
Target has given its store in New York City’s SoHo neighborhood a new look, reports CNBC. The one-of-a-kind concept store, which opened Tuesday, will have rotating merchandise, curated displays chosen by celebrities and influencers, and other kinds of special programming, Chief Guest Experience Officer Cara Sylvester said. The Minneapolis-based retailer is in the middle of a turnaround effort and on the cusp of a CEO change.
The store concept features a seasonal edit called “Curated By” which offers selections in partnership with influential voices in fashion and lifestyle, starting with comedian and actress Megan Stalter; a rotating showcase of seasonal styles on the first floor called “The Drop;” a “Broadway Beauty Bar” with changing selections curated by beauty influencers; and a “Gifting Gondola” for the holidays with exclusive Target-branded merchandise. Target’s updated space also has a “Selfie Checkout” spot encouraging customers to take photos with their haul.
Total Retail's Take: The new Target SoHo store concept is only in its first phase of renovation, according to a company press release. The New York City store will continually adapt and transform though 2026 and beyond, evolving into "a fully immersive Target experience." The company says guests can expect new experiential zones, seasonal activations, and café and event programming to come.
"Target SoHo marks a bold new chapter in Target's commitment to style and design, bringing the brand's DNA to life in an immersive, experiential format that's as shoppable as it is inspiring," the press release states.
The SoHo store is part of a broader push by incoming CEO Michael Fiddelke to win back Target’s reputation for style and sharp merchandise. When he was named Target’s next leader in August, Fiddelke said that would be one of his top three priorities, along with improving the customer experience and rolling out technology to make Target faster and more efficient. He will start the role in February, succeeding longtime CEO Brian Cornell.
Target has faced a few difficult years of challenges, including consumer boycotts over its DEI rollback, declining store traffic and sales, and tariff pressures, to name a few. While some of these issues aren't unique to Target, the retailer has been struggling to turn around its decline.
The SoHo store is reopening at a time when holiday shoppers and tourists flock to the major New York City shopping district for holiday gifts and party outfits. It's good timing as Target is hoping to renew attention to its brand as the place to "see what’s new and what’s next,” said Sylvester. "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."
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Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.
