Photo courtesy of Target
Seeking to recapture its “Tarzhay” reputation, Target opened a “one-of-a-kind” concept in lower Manhattan, Target SoHo -- featuring rotating merchandise, curated displays chosen by celebrities and influencers, and numerous Instagrammable moments to support both discovery and inspiration.
A centerpiece of the concept, representing a remodel from a former smaller store at Broadway and Houston, is “The Drop,” a long, red hallway at the entryway that resembles the inside of Target’s Bullseye logo (image above). The section displays themed seasonal styles and curated items that are rotated out every four to six weeks.
Target said in a press release, “It's not just a display — it's a vibe, a destination and a reason to return again and again. With new collections dropping monthly, Target SoHo keeps pace with guests' ever-evolving mindset — delivering fresh, relevant and exciting finds across fashion, beauty, home and lifestyle.”
At the back of the first floor is the “Broadway Beauty Bar,” which is designed for selfies and social media posts. It likewise features a rotating and curated assortment of Target’s beauty merchandise, including fragrance brands exclusive to Target, and trendy mini versions of face washes, lip glosses and more from national brands.
At launch, Target is featuring beauty items chosen by celebrity makeup artist Katie Jane Hughes. Target said, “It's a beauty playground designed for experimentation, creativity and social sharing. Guests can explore trending products, try samples and capture content in the Viral Vanity studio.”
Just in front of the beauty bar is another rotating “Curated By” display of items from across the retailer’s beauty, fashion and home categories, picked by New York City-based celebrities and other creators. Shoppers scan QR codes to further explore that person’s favorites. Target’s first Curated By features favorites from Megan Stalter, an actress and comedian who is in HBO’s “Hacks.”
Nearby, shoppers find the “Gifting Gondola,” which features “a “convex mirror for capturing festive reflections” and highlights merchandise exclusive to Target.
Target described the store as guided by incoming CEO Michael Fiddelke's vision to put “style and design at the company's forefront,” with new experiential zones, seasonal activations, and café and event programming planned in the future.
"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,” said Cara Sylvester, executive vice president and chief guest experience officer for Target, in a statement. “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."
Downstairs features a grocery section and limited assortments of household items, toys and tech. In an interview with CNBC, Sylvester said the former store mostly stocked items found in drug and convenience stores and didn’t carry any of Target’s apparel or home décor. She said on the concept’s inspiration, “We said, ‘This is the style and fashion capital. We have to be able to showcase the best.’”