Target’s red bullseye tells shoppers what to expect. Soho, the chain’s Manhattan location, is testing whether that promise can change inside a single store. Inside the target soho lower level, the newly redesigned floor is built around discovery.
The store sits at the corner of Broadway and Houston Street. Target first described it as a “living lab,” a place to test new ideas for the future of retail design, according to Gigi Guerra, Target’s VP of Marketing, Creative Curation. The store opened 10 months ago with a more curated, design-led approach.
The target soho lower level extends that approach to everyday categories. Home, wellness, toys, and food and beverage each get their own zone. Target redesigned the first floor less than a year ago.
Target’s redesign reflects a broader shift toward flexible, experience-led interiors. Steelcase’s Eco-Friendly WorkLife Studio Transformation in Clerkenwell applies the same idea to the office, with a sustainable approach worth a look.
“We’re rethinking each of these categories as destinations,” Guerra says. “The goal is making everyday shopping more intuitive, engaging, and full of unexpected discoveries.”
Target hired New York and Los Angeles firm Something Special Studios to carry out the work. Studio founder Michael Goldberg says the project began with a simple question. How do you make ordinary shopping feel worth exploring?
“Soho is a neighborhood defined by its historic character and constant reinvention,” Goldberg says. “We wanted the Lower Level to reflect that energy while staying true to Target’s playful, optimistic point of view.”
Designing the target soho lower level
The designers started with familiar New York spaces. The corner bodega and the compact apartment became reference points. They did not copy either one. Instead, each space became its own shopping destination.
Bullseye Loft uses domestic scenes to display home products. The Snack Bar takes its cues from a city streetscape, with corner stores and newsstands.
The building itself shaped the plan. It is a cast-iron commercial structure, and its column grid, lightwell, and escalators all influenced the layout. The existing row of columns now forms the central avenue that organizes the floor.
Shoppers in the target soho lower level still need to find things quickly. Goldberg describes the floor as a route people can follow at their own pace. The central avenue acts as the spine, with wider walkways and clear sightlines leading to each destination.
The zones have separate identities, but they do not have hard walls. Goldberg says lighting, material changes, and architectural thresholds mark where one area ends and the next begins.
“Ultimately, every decision needed to balance function with delight,” he says. “That gives people a reason to slow down and explore, while the store stays easy to navigate.”
Materials and color
The palette leans polished. Brushed and orbital-finished aluminum, tinted mirrors, glossy lacquer, fabric awnings, and integrated lighting give the space a contemporary edge. Wood adds warmth and contrast.
Surface choices matter just as much as layout here. Bold Italian Tile Trends Unveiled at Cersaie 2026 previews the colors and formats designers are reaching for, useful context for the store’s polished palette.
“The mix is durable and functional, but still tactile and expressive,” Goldberg says.
Target Red remains part of the store’s identity. It now shares the floor with Cherry Stain Red, a custom color developed for this location. Goldberg says the custom shade belongs to a wider set of warm neutrals.
“Together, these tones establish a cohesive visual identity while allowing the Lower Level to develop its own character,” Goldberg says. “The palette creates continuity with the floor above. Warmer materials, reflective surfaces, and tactile finishes give the Lower Level a more metropolitan feel.”
The target soho lower level also works as a testing ground for the wider chain. Cherry Stain Red will appear across Target stores for the new Beauty Studio concept. Guerra calls the Soho location a “test-and-learn platform.”
“We can experiment, learn, and evolve,” Guerra says. “We’re creating more intentional environments that give everyday categories a stronger point of view.”
Two destinations show how the target soho lower level works in practice. Balance Mart focuses on wellness products. Explorers’ Lab covers toys and entertainment. Both zones highlight trending brands, new collaborations, and seasonal products.
The store must still work as a Target. Goldberg says shoppers should be able to walk in, find what they need, and leave quickly. Others can linger and explore.
Guerra sums up the project’s underlying idea. “The completed Target Soho store reflects our belief that great design is about more than how a space looks. It’s about how people experience it.” She adds that every element aims to make everyday shopping feel a little more unexpected and inspiring.
Source: design-milk.com
Frequently asked questions
Where is the Target Soho store located?
The Target Soho store sits at the corner of Broadway and Houston Street in Manhattan. Target has described it as a “living lab” for testing new ideas about the future of retail design.
Which firm designed the Target Soho lower level?
Target hired New York and Los Angeles firm Something Special Studios to carry out the lower level redesign. The studio’s founder, Michael Goldberg, said the project began with the question of how to make ordinary shopping feel worth exploring.
What shopping zones are on the Target Soho lower level?
Home, wellness, toys, and food and beverage each have their own zone on the lower level. Bullseye Loft displays home products, The Snack Bar takes cues from a city streetscape, Balance Mart focuses on wellness, and Explorers’ Lab covers toys and entertainment.
What is Cherry Stain Red at Target Soho?
Cherry Stain Red is a custom color developed for the Target Soho lower level, and it shares the floor with Target Red. The color will also appear across Target stores for the new Beauty Studio concept.
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