I still remember the first time I walked into a Target and felt genuinely excited about shopping. It wasn’t just about low prices anymore – it was the thrill of finding something unexpectedly stylish, something that made you feel like you’d scored designer-level taste on a real-person budget. Somewhere along the way, though, that magic faded for a lot of us. Stores got messier, shelves looked tired, and suddenly Target didn’t feel quite so… special.
Well, guess what? They heard us. And they’re doing something about it – starting in one of the most style-obsessed neighborhoods on the planet.
Target Just Turned SoHo Into Its Fashion Playground
Picture this: you’re walking down Broadway in SoHo, past the luxury boutiques and impossible-to-get-into restaurants, and there it is – Target. But not the Target you’re used to. This one feels different the moment you spot that glowing red hallway shaped like the famous Bullseye logo pulling you in like some kind of stylish vortex.
The Minneapolis giant quietly spent the last four months completely transforming its 600 Broadway location into what might be its most ambitious store concept ever. And honestly? It’s kind of brilliant timing – right before the holidays when everyone in New York is hunting for party outfits, host gifts, and that perfect something that makes you look effortlessly cool.
The Drop: Where Trends Come to Life
Walk through that dramatic red tunnel and you step into “The Drop” – easily the coolest part of the store. Imagine a giant, ever-changing installation right in the middle of the floor that gets refreshed every four to six weeks around a new theme.
Right now, it’s all about holiday energy. One corner has everything you need for the perfect night in with friends – think gorgeous glassware for espresso martinis (yes, they have the mix), chic card games, candles that actually smell expensive. Another section screams “party season” with sequins, velvet, and those going-out tops we all pretend we don’t need until December hits.
I love how they mix categories here. It’s not just clothes or just home – it’s a whole vibe. You might walk in looking for a hostess gift and leave with a complete New Year’s Eve look because everything feels connected.
“We said, this is the style and fashion capital. We have to be able to showcase the best.”
– Cara Sylvester, Chief Guest Experience Officer
The Broadway Beauty Bar Everyone Will Be Posting
Let’s be honest – half the reason people shop in SoHo is for the photo ops. Target leaned all the way in with the Broadway Beauty Bar, a space literally designed for social media. Neon signs, perfect lighting, mirrors everywhere – you get it.
They’ve got mini versions of all the trendy beauty products (because who wants to commit to a full-size before trying?), exclusive fragrance lines, and right now, a curation by celebrity makeup artist Katie Jane Hughes. There’s even a black-and-white photo booth because of course there is.
In a city where people will wait in line for a good backdrop, this feels like Target finally speaking the local language.
Curated By: When Celebrities Do Your Shopping
One of my favorite discoveries was the “Curated By” section in the back – a rotating display where influencers and celebrities pick their current Target obsessions. The first round features comedian Megan Stalter (from Hacks), and her taste is exactly as chaotic and delightful as you’d expect.
- Hot pink fuzzy slippers that somehow look expensive
- Metallic water bottles that scream “I’m hydrated and hot”
- Wicked movie merch that doesn’t feel embarrassing to wear
- A throw pillow that made me laugh out loud in the store
You can buy everything she picked or just scan a QR code for the full list. It’s smart – it makes shopping feel personal without being overwhelming.
The Gifting Gondola (Yes, That’s Actually What It’s Called)
Target knows we’re all desperately searching for gifts that feel thoughtful without requiring a second mortgage. The Gifting Gondola is their answer – a dedicated space filled with exclusive items you won’t find anywhere else.
Right now it’s heavy on adorable holiday plushes from their Gigglescape line and Bullseye the dog everything (Haribo gummies! A Pez dispenser!). Down the road, they’re hinting at SoHo-exclusive pieces you can only get here. That scarcity factor? Dangerous for my wallet.
Why This Matters Beyond Pretty Displays
Look, I’ll be real – Target has been struggling. Sales have been flat for years. Shoppers (myself included) have complained about messy stores, too many locked cases, and a general feeling that the magic was gone. This SoHo store feels like the company saying, “We get it. Let us show you we can still do this.”
Incoming CEO Michael Fiddelke called it a “punctuation point” for where Target wants to go – putting style front and center again. After years of focusing on groceries and essentials (smart business move, boring shopping experience), they’re remembering that people used to come to Target specifically for the joy of discovery.
And doing it in SoHo? That’s not an accident. When the fashion world wants to know what’s next, they look to New York. Target is basically planting a flag that says, “We still belong in that conversation.”
The Reality Check: It’s Still Target
Before anyone thinks this is suddenly some luxury boutique – calm down. You’re still going to see moms pushing carts with kids and tourists buying $5 t-shirts. Some beauty products are still in locked cases (New York problems). The second floor isn’t finished yet.
But that’s kind of the point. Target isn’t trying to be something it’s not. They’re trying to be the best version of what made people fall in love with them in the first place – affordable style that doesn’t make you feel like you’re settling.
Whether this SoHo experiment becomes the blueprint for stores nationwide remains to be seen. But walking through it, you can’t help but feel a little spark of that old Target excitement. The one that made you text your friends “you need to see this” from the home decor aisle.
In a retail world that feels increasingly same-same, seeing a big box store take this kind of swing feels… kind of radical. Maybe Target really can have it all – low prices and high style. Maybe the comeback is real.
I guess we’ll find out this holiday season. But if the crowds I saw on opening night are any indication? New York is ready to give Target another chance to be our favorite store again.
And honestly? I’m rooting for them.
