The mass merchant has remodeled its store at 600 Broadway in New York, transforming what was a typical grab-and-go location with a tight edit of its women’s apparel assortment, a sharper beauty offering and a radically different approach to presentation.  Shoppers enter the 26,000sq ft (2,400m²) store into a round tunnel-like corridor, a journey into the bull’s eye. The Target red is everywhere, but looks more muted and refined on the formed fiberglass foam walls. Fashion is the star at the entrance, but jackets and holiday sweaters and party dresses are interspersed with complementary offerings from across Target’s gigantic offering, including candles, pillows, sparkling grape juice and stocking stuffers.

It’s a new look for Target, which is keen to reemphasize style and apparel in New York, where it also has a new office that will help it better connect with the fashion and broader design community. The SoHo store is not a blueprint for what will be rolled out across the broader base of the retailer’s nearly 2,000 stores, but more of a mood board. The apparel section offers only women’s to start and is a very tight edit of the broader offering at a full-sized Target. The 1^st Floor also has two beauty sections. A Beauty Pavilion spotlighting the newest products, from the Lemme Holiday Essentials Gift Set to viral hits from Bubble, Hero and Starface. And the Beauty Edit is a rotating curation of Target’s beauty picks, with celebrity makeup artist Katie Jane Hughes kicking things off with the first picks.