Target has opened a concept store in Manhattan’s SoHo district, marking a shift toward more design-driven, experiential retail.

Located at 600 Broadway, the multi-level store combines curated merchandise with interactive features designed to engage urban shoppers.

A standout feature is the rotating first-floor section, The Drop, which showcases seasonal trends in fashion, beauty, and home products. The Broadway Beauty Bar allows customers to try products and explore selections curated by industry influencers. Other experiential elements include photo-friendly checkout areas and visually striking gift displays.

“With Target SoHo, we’re bringing together the best of Target and the best of New York – elevated products, immersive storytelling and an experience that invites guests to explore, express and get inspired,” said Cara Sylvester, executive VP and chief guest experience officer, at Target.

“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.”

The store reflects Target’s strategy to compete in dense urban markets by blending traditional retail with social and lifestyle experiences. The retailer also plans to evolve the space over the next year, adding seasonal activations, programming, and potential event zones.

Last month, Target launched an app in ChatGPT, as part of the retailer’s push to reimagine its platform as a conversational experience.