Target Says Concept Store Reflects Its ‘Design-Driven Future’

Target has opened a concept store that the retailer said is part of its “design-driven future.”

The new Target SoHo officially opened Tuesday (Dec. 9) in New York City, the company said in a press release.

Target SoHo features a “Curated By” area that displays the favorite Target finds of influential voices in fashion and lifestyle; a showcase called “The Drop” that spotlights new collections of fashion, beauty, home and lifestyle items each month; a “Broadway Beauty Bar” that includes beauty products curated by top talent in the beauty space; and a “Gifting Gondola” that showcases exclusive merchandise in a “photo-ready installation,” according to the release.

In another article about the concept store, Target said that for December, The Drop includes two sections: “The Gift of Doing Nothing,” which includes sleep and lounge items, skincare gifting sets and books, and “Haute Hostess,” which spotlights party dresses, glasses, ornaments and other products for a holiday party.

In 2026, Target plans to expand the concept store’s offerings to include new experiential zones, seasonal activations, and café and event programming, per the release.

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

Michael Arrington, director, guest marketing strategy at Target, said in the article: “This store is all about creating a destination where guests can explore, experiment and connect with Target in a whole new way.”

The retailer said in the release that Target SoHo is guided by incoming CEO Michael Fiddelke’s “vision to put style and design at the company’s forefront.”

Target announced in August that Fiddelke, the retailer’s chief operating officer and former finance chief, will begin serving as CEO on Feb. 1, 2026. It was reported at the time that his goals include reaffirming Target’s reputation as a place to get stylish, unique items.

During an Aug. 20 earnings call, Fiddelke said: “I know we’re not realizing our full potential right now, and so I’m stepping into the role with a clear and urgent commitment to build new momentum in the business and get back to profitable growth.”

PYMNTS reported Tuesday that during Black Friday, Target made modest gains among financially secure shoppers due to its image as a more upscale version of Walmart, albeit with a leaner, curated selection of goods.