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3d ago

Target Debuts Design-Led SoHo Concept Store as Turnaround Testbed

The New York site serves as a testbed for incoming CEO Michael Fiddelke’s design-first bid to restore Target’s style credibility.

Target originally opened the location in 2022 and sits at 600 Broadway.
The "Curated By" section is chosen by New York City celebrities and tastemakers.
A bullseye-like entrance greets shoppers at the renovated Target in SoHo.
The front of the store will be changed monthly.

Overview

  • Target relaunched its 600 Broadway location in SoHo as a concept store focused on fashion and beauty with rotating experiential zones.
  • Key features include The Drop for seasonal apparel, a Curated By edit from NYC tastemakers, a Broadway Beauty Bar, a Viral Vanity studio, and a Gifting Gondola.
  • Target describes the site as a learning lab with select elements expected to scale nationally, with further experiential updates planned through 2026.
  • Incoming CEO Michael Fiddelke attended the preview, and analysts say the concept reflects his priorities of better merchandise, elevated in-store experience, and technology upgrades.
  • The launch follows weak November results, reputational setbacks, and tougher competition, with beauty cited as a relative bright spot at about 12% of sales after the Ulta partnership ended.