Target: Soho Retail Experience

A SoHo concept store redefining Target as a destination for style and discovery.

Target's SoHo flagship was transformed into a unique concept store where play, discovery, and style coexist. Inspired by the creative energy uniquely found in New York, Target SoHo is a place where guests are invited to rediscover discovery.

The store presents unexpected ways to ‘find what’s new and what’s you’, while speaking to year-round cultural moments and seasonal mindsets of the guest.

Concept

By redesigning the ground-floor store into an immersive, site-specific shopping experience, Target not only sought to demonstrate its commitment to style and design but also to showcase the brand’s dynamic DNA, reminding the public why it's a true retail innovator.

Shoppers walk into a tunnel-like structure inspired by the famed Target bullseye that anchors a series of narrative-driven collections.

The beauty section, dubbed “The Beauty Bar” houses a vanity that doubles as a content studio for customers and guest influencers to use.

Flexible areas in the space function as rotating product narratives, experiential activations, and cross-aisle product curation by a rotating line-up of NYC tastemakers.