Almost a year after Target unveiled the renovated upper level of its SoHo location in New York City, the company has now finished the lower level, leaving some shoppers in awe and others torn.
The lower level of Target's SoHo location
in Manhattan features food and drink aisles designed to resemble New York City markets, and interior molding that makes shoppers feel like they’ve stepped into a city apartment.In an Oct. 22 news release, Target described the space as an immersive “style-and design-led shopping destination” with home, wellness, toy, food and beverage items. The company hosted an open house that day to celebrate the location’s newly completed lower level.
Celebrities such as Emma Roberts attended and browsed the location’s clothing
section. Musician Anderson .Paak also danced and DJ'd at the event, according to a video Target shared on Facebook.
The company previously renovated the upper level and opened it to the public in December 2025.
Michelle Mesenburg, Target’s chief brand officer, said in the news release that Target customers aren’t just looking to shop; they want to find something new.
"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,” Mesenburg said.
Here’s what customers are saying about the change.
What does the lower level look like?
Target SoHo's lower level was designed to look like spaces familiar to New Yorkers, such as classic New York City delis and the apartments they call home, the company said in a Facebook video last month.
New additions to the lower level include Balance Mart, which Target says is "a wellness destination featuring expanded men's grooming, trending wellness brands, Korean beauty products and more."
Another new addition is a snack bar designed to look like classic New York City deli shops; it carries items like Wilde protein crackers and cheddar crackers from Cadootz.
One product display has a sign above it that reads “The Newsstand,” and the snack area, which carries Olipop soda, Canada Dry ginger ale and other items, features playful signs reading “Snacks to Go,” “Snacks,” “Candy” and “Chocolate.”
One of the space's supporting columns is covered in red-and-white tiles, inspired by the city’s subway, according to a video Target shared on Facebook last month. Mantels like those in some shoppers' homes are along the walls.
Additionally, sections of the store look like windows. Customers who stop at one of the windows will see a video of Bullseye, the store’s mascot, walking by a balcony as if the shopper were watching him from their New York apartment.
Some say SoHo Target is classy; others don’t get the appeal
A Seattle content creator recently visited the store and expressed shock and wonder at how different it looked compared to Target's Facebook post. Other social media users said the store is nice-looking, calling it classy.
Another New York City-based content creator also stopped by since the unveiling and complimented the designers on the store’s new look.
“The newly renovated Target in SoHo is the coolest,” the Facebook user wrote. “It’s pure marketing genius. It caters to the demographic and neighborhood, with a small-format grocery area, bright displays of higher end hair and skin care, and urban essentials.”
However, opinions on the redesign are mixed, with one commenter noting that they found the store a bit confusing.
“Made the mistake of going in here looking for a bathroom,” the Facebook user wrote, adding a crying emoji. “Never found it.”
Then, when a TikToker shared a video of the space on Nov. 1, users commented with complaints. Some said the store is for tourists, not locals, calling it “useless" since there aren’t many products to choose from and, logistically, it doesn’t make sense to some shoppers.
“They still have a single entry door not a double door so people can come in AND out,” wrote one TikToker.
Target has 109 stores across New York and more than 40 Target locations in the heart of New York City, the brand said. As 2027 nears, the company said it will introduce SoHo-only products, collectibles and experiences.
Saleen Martin is a reporter on USA TODAY’s trending team. She is from Norfolk, Virginia – the 757. Email her at sdmartin@usatoday.com.
This article originally appeared on USA TODAY: Target SoHo store's new lower level gets mixed reviews from shoppers
