This week we opened the doors to our reimagined Target SoHo store — a one-of-a-kind concept that immerses guests in style, creativity and discovery. Located at 600 Broadway in one of New York City’s most vibrant neighborhoods, the space blends fashion, beauty, home and lifestyle into a curated, playful experience that’s as Instagram-worthy as it is inspiring.
This store is all about creating a destination where guests can explore, experiment and connect with Target in a whole new way. It’s a dynamic environment that will evolve as we learn what resonates most with our guests.
The transformation
To transform Target SoHo, the team reimagined what a Target store could be and then brought it to life in less than four months. “We put aside everything we knew regarding our playbook, in terms of what curation and presentation of product look like, and led with style first,” says Cristina Rizzuto, senior styling manager, apparel & accessories, Target. By introducing apparel and accessories and creating hyper-curated spaces that blur traditional category lines, the SoHo store flips the script, offering guests an inspiring, elevated experience that's as much about style and culture as it is about shopping.
“This store became a physical manifestation of our ability to bring style and design to life,” says Matthew Arrington, director, guest marketing strategy, Target, “through products that help us tell specific stories and are pulled together in ways we can’t do in an average store today.”
Inside the experience
Target SoHo isn’t just a store — it’s a living, breathing style experience that pulses with the energy of New York City. Inside, you’ll find curated zones that will evolve regularly with fresh curations, seasonal themes and new product drops. From trend-driven fashion edits to themed lifestyle collections, every visit offers something new to discover, making Target SoHo a destination for inspiration and creativity all year long. Here’s a look at the four curated areas you’ll discover when you enter the store.
The Drop at Target SoHo immerses guests in curated lifestyle vignettes that capture the essence of the season.
The Drop
A monthly capsule of trend-driven fashion, home and lifestyle finds, The Drop at Target SoHo immerses guests in curated lifestyle vignettes that capture the essence of the season. This front-of-store experience focuses on apparel and accessories, punctuated by home, food and beverage and more in a way that feels unique and connected. For December, it’s divided into key themes: cozy, gifting and holiday party.
On one side, guests will find “The Gift of Doing Nothing,” a cozy collection focused on seasonal textures, comfort and relaxation that includes sleep and lounge items, skincare gifting sets, cozy throw blankets, books and more. “If you’re shopping for someone who loves to unwind in style, here’s everything they'll need,” says Cristina.
On the other side, the spotlight is on hosting, hitting on the key ideas, feelings and priorities of a holiday party. This “Haute Hostess” section features curated pieces like the perfect party dresses, Threshold coupe glasses, ornaments, candles and entertaining essentials. The Drop features Target’s owned brands, top national brands and emerging brands to showcase how this magic mix delivers style, design and cultural relevance in a way that’s purely Target.
The Gift of Doing Nothing
A collection dedicated to the art of lounging with a mix of cozy essentials across home, beauty, and apparel, featuring:
- Sleep sets from Wild Fable and Auden
- Threshold Bubble Fur Blanket
- LEMME gift box sets
Haute Hostess
A one-stop shop for all your holiday hosting needs including food & beverage, apparel and home:
- John Derian holiday collection, including table linens and glassware
- KBB by Kahlana pieces like a structured corset blazer and party-ready mini dresses
- Outerwear updates, including a fresh take on last year’s viral Wild Fable Faux Fur Jacket
- Luxe home décor like Threshold cocktail coupe glasses
- Seasonal food favorites, including Marks & Spencer Shortbread Cookie Tin
- Design-forward tech accessories like heyday Embellished Pearl Headphones
Curated By
This rotating collection spotlights trend-forward picks from influencers and brands guests love. For December, actress Megan Stalter’s Curated By edit includes some of her favorite items, including:
Broadway Beauty Bar
We’re tapping top beauty experts to handpick their must-have beauty items at Target SoHo’s first-of-its-kind Broadway Beauty Bar for a rotating, fresh take on what’s new and next. First up: Celebrity makeup artist Katie Jane Hughes has curated a lineup of her beauty must-haves, including:
- Prequel Pre-Cleanse Nourishing Oil Cleanser
- Maybelline Express Brow Superlock Brow Glue
- Morphe Nude Ambition Artistry Eyeshadow Palette
- NYX Epic Ink Waterproof Eyeliner
- L’Oréal Voluminous Panorama Mascara
- e.l.f. Halo Glow Blush Beauty Wand
- Maybelline Lifter Lip Liner
- Maybelline Serum Lipstick with Hyaluronic Acid
- Real Techniques Everyday Essentials Makeup Brush Kit
- Tangle Teezer Naturally Curly Detangling Hair Brush
Gifting Gondola
Grab gifts like a plush Yeti with ear muffs to limited-edition BOGG BAGs — perfect as holiday gifts or NYC souvenirs.
Through 2026 and beyond, Target SoHo will continue to evolve — adding new experiential zones, seasonal activations and curated collections that make every visit feel fresh and inspiring.
