Target has unveiled the newly transformed lower level of its SoHo store in New York, completing a nearly yearlong evolution of the location into a style- and design-led destination and giving its food and beverage assortment a new format built around discovery.
The food and beverage space is reimagined as a modern city market, recasting the staples of the grocery run as “moments of discovery,” as the retailer describes it.
A destination called The Snack Bar brings New York streetscapes inside, merchandising grab-and-go items from emerging brands such as Wilde Brands and Cadootz as a series of neighborhood-inspired stops, while a Seasonal Shopping Bar rotates sweet and savory items from Target’s Favorite Day own brand through a changing seasonal set.
“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 at Minneapolis-based 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.”
The lower level’s other destinations extend the approach to the rest of the assortment: Bullseye Loft presents home products in shoppable living spaces featuring the Threshold brand; Balance Mart is a wellness destination with expanded men’s grooming, trending wellness brands and Korean beauty; and Explorers’ Lab turns toys and entertainment into an interactive space inspired by New York culture.
Target SoHo opened in its reimagined form late last year and serves as a testing ground for the retailer’s future formats. Apparel and accessories has been the store’s highest-performing category, and the company says nearly two-thirds of consumers aware of the store say it makes Target feel more stylish. Target plans to introduce SoHo-exclusive products, collectibles and experiences in 2027.
Target operates 109 stores in New York state, including more than 40 in New York City. The retailer runs more than 2,000 U.S. stores with more than 400,000 team members.