Target, which must desperately want to be in the news for something other than the ongoing nightmare that is its data breach, took to its blog today to announce a new store format: TargetExpress, a 20,000 square-foot store that it says will open near the University of Minnesota in July.

The new format will be about 15 percent of the size of a typical Target location. The announcement included concept art of such a store, nestled at the bottom of a street-corner apartment building.

From the announcement:

Target’s research indicates that when consumers head out for quick shopping trips, there are often a number of pain points, including long lines, navigation challenges and uninspiring offerings — all of which Target is hoping to conquer with its latest store format test. [John Griffith, EVP of property development] says the TargetExpress experience will be grounded in this research as well as insights from the company’s CityTarget stores. For example, the checkout lane configuration will be catered to high traffic and smaller basket size, as compared to a general merchandise store.

The smaller footprint doesn’t mean Target is sacrificing the shopping experience you’ve come to know and love. Guests who stop in to shop this scaled-down space will still find bright lights, clean aisles and a team focused on helping them find everything they want and need.

Read more about store layout and design.

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