Target Completes SoHo Store Transformation, Bringing Style and Design to Every Target Run

Target (TGT) has completed its SoHo store transformation with the unveiling of a newly redesigned lower level.

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Target (TGT) has completed its SoHo store transformation with the unveiling of a newly redesigned lower level. The space covers home, wellness, toys, and food and beverage, with shoppable living spaces and a New York-inspired food market. Target plans to introduce SoHo-exclusive products, collectibles and experiences in 2027, extending the store's role as a testing ground for retail concepts.

Key Figures

Consumer awareness response: Nearly two-thirds of consumers aware of Target SoHo Planned SoHo exclusives: 2027

Consumer awareness response: Nearly two-thirds of consumers aware of Target SoHo; Said the store makes Target feel more stylish
Planned SoHo exclusives: 2027; Target plans to introduce SoHo-only products, collectibles and experiences

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10/22/2026 - 08:00 AM EDT

Newly transformed lower level brings the retailer's design-led vision to home, wellness, toys and food
More SoHo-exclusive products, collectibles and experiences are coming in 2027

MINNEAPOLIS, Oct 22, 2026 /PRNewswire/ -- Nearly a year after opening the reimagined Target SoHo, Target Corporation (NYSE: TGT) today unveiled its newly transformed lower level, completing the store's evolution into a style- and design-led shopping destination. The new space features immersive experiences across home, wellness, toys, and food and beverage — from shoppable living spaces and fandom moments to a New York-inspired food market — bringing inspiration and discovery to the categories guests shop most often.

"Our guests want more than just a place to shop — they want to feel inspired, discover something new and find great style, design and value in the products they shop for every day." said Michelle Mesenburg, chief brand officer, Target. "With Target SoHo's transformation complete, we're bringing that joy of discovery to every corner of the store, turning everyday essentials into moments of inspiration and giving guests something new to love with every Target run."

Transforming everyday categories
Inspired by the rhythms of everyday life in New York City, the new lower level introduces a collection of immersive destinations designed to encourage exploration across Target's assortment.

Highlights include:

Bullseye Loft, a reimagined home destination where guests discover products through inspiring, shoppable living spaces featuring Target's home brand Threshold.
Balance Mart, a wellness destination featuring expanded men's grooming, trending wellness brands, Korean beauty products and more.
Explorers' Lab, which transforms toys and entertainment into an interactive destination inspired by imagination, storytelling and New York culture.
The Snack Bar brings New York streetscapes inside, transforming grab-and-go items from emerging brands like Wilde and Cadootz into a series of neighborhood-inspired stops.
A Seasonal Shopping Bar turns seasonal shopping into a constantly changing world of discovery, including sweet and savory items from Favorite Day.
The Food and Beverage space is reimagined as a modern city market, turning the most familiar staples of the grocery run into moments of discovery.

Style and design, evolving
Since opening, Target SoHo has given guests a new way to experience Target's signature style and design, while serving as a testing ground for the future of retail. Apparel and accessories has emerged as the store's highest-performing category, while monthly refreshed assortments and timely, exclusive experiences bring cultural trends to life and give guests new reasons to return. Early response has been positive, with nearly two-thirds of consumers aware of Target SoHo saying the store makes Target feel more stylish.*

The new lower level extends this curated, discovery-driven approach to everyday essentials. Looking ahead to 2027, Target plans to introduce exclusive SoHo-only products, collectibles and experiences, giving guests even more reasons to explore.

Target in New York
Since opening its first New York store in 1998, Target has been part of, and inspired by, New York and its creative rhythm. Today, Target has 109 stores across New York and employs more than 20,000 team members. Target SoHo is one of over 40 Target stores in the heart of New York City that makes great style and design accessible to guests. Target's commitment to New York extends beyond its stores through charitable giving, team member volunteerism and partnerships with local organizations that help strengthen communities.

About Target
Target Corporation (NYSE: TGT) brings together style, design and value to offer a distinct assortment and elevated shopping experience across more than 2,000 U.S. stores and online. Powered by more than 400,000 team members, Target serves millions of families each week and invests in the communities where they live and work to support growth and opportunity for all.

* Target Enterprise Insights National Awareness Study

Target Soho Store Lower Level Explorers' Lab