Target marked the opening of its completed SoHo concept store, unveiling a newly transformed lower level designed in collaboration with Something Special Studios. The event was open to the public and featured a live performance by DJ Pee .Wee aka Anderson .Paak and a DJ set by Kyle Cooke, with attendees including Emma Roberts, True Whitaker, Madelaine Petsch, Paloma Elsesser, and Jake Shane, alongside in-store experiences highlighting the expanded retail space.

The newly opened lower level introduces redesigned shopping destinations across home, wellness, beauty, toys, and food and beverage. Featuring a shoppable apartment, curated wellness offerings and neighborhood-inspired food destinations, the space builds on Target SoHo's role as a testing ground for new retail concepts, bringing a more curated, design-led approach to everyday shopping.

Attendees enjoyed iconic Target must-haves at the Bullseye Counter with pretzels, donuts, and pickles, as well as screen printing and custom Target totes. Guests were wowed by local performers performing alongside The Brooklyn United marching band.

Image credit: Zach Hilty/BFA