Customer Service

Target opens Target SoHo concept store

Photo: Target

December 11, 2025

Target has officially opeed its transformed Target SoHo, a concept store located in New York city.

The store offers a "play, discovery and style," immersive, expertiential experience, according to a press release.

"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," Cara Sylvester, executive vice president and chief guest experience officer, Target, said in the release. "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."

Here are some of the standout areas guests will discover at Target SoHo:

• Curated By: A seasonal edit led by the Target team in partnership with NYC tastemakers, Curated By connects guests to influential voices in fashion and lifestyle, offering a personal glimpse into their favorite Target finds across fashion, beauty and home.
• The Drop @ Target SoHo: A rotating showcase of seasonal styles is designed to fuel discovery, spark inspiration and create connection with every guest.
• Broadway Beauty Bar: A rotating curation of Target's best beauty picks, hand-selected by top talent in the beauty space.
• Selfie Checkout: A share-worthy photo moment that turns the final stop into a celebration of style.

Through 2026 and beyond, the SoHo store will evolve into a fully immersive Target experience. Guests can expect new experiential zones, seasonal activations and café and event programming.