Nearly a year after opening the reimagined Target SoHo, Target Corporation has unveiled its newly transformed lower level, completing the store’s evolution into a style- and design-led shopping destination. The new space features immersive experiences across home, wellness, toys, and food and beverage — from shoppable living spaces and fandom moments to a New York-inspired food market — bringing inspiration and discovery to the categories guests shop most often.
“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, 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 and giving guests something new to love with every Target run.”
Inspired by the rhythms of everyday life in New York City, the new lower level introduces a collection of immersive destinations designed to encourage exploration across Target’s assortment. Highlights include:
- Bullseye Loft, a reimagined home destination where guests discover products through inspiring, shoppable living spaces featuring Target’s home brand Threshold.
- Balance Mart, a wellness destination featuring expanded men’s grooming, trending wellness brands, Korean beauty products and more.
- Explorers’ Lab, which transforms toys and entertainment into an interactive destination inspired by imagination, storytelling and New York culture.
- The Snack Bar brings New York streetscapes inside, transforming grab-and-go items from emerging brands like Wilde and Cadootz into a series of neighborhood-inspired stops.
- A Seasonal Shopping Bar turns seasonal shopping into a constantly changing world of discovery, including sweet and savory items from Favorite Day.
- The Food and Beverage space is reimagined as a modern city market, turning the most familiar staples of the grocery run into moments of discovery.
Looking ahead to 2027, Target plans to introduce exclusive Soho-only products, collectibles and experiences.
