A new Target location has just opened on the corner of Houston and Broadway, officially marking something we’ve already known but have been afraid to state.

Soho is dead.

Or the #Soho we’ve come accustomed to from its post-9/11 boom. This new Target located in what used to be the infamous Hollister building signifies the shift from what used to be THE downtown shopping district to an extension of Union Square.

Walking around Soho, you still see the big names, but with a shocking amount of empty retail spaces (over 50), the charm and the magic are gone. Soho’s bar & restaurant scene may still thrive, but…

“the pandemic has left it the hardest-hit commercial district in the hardest-hit city, at least in the United States.”*

As more stores continue to close in Soho, even on Broadway (rip Allsaints), they’re moving uptown, hoping to attract higher-end tourists. Target’s arrival on Broadway showcases how impactful the current market has been in even the most popular shopping destinations; only the mega stores can pay their rents. 

While this may seem a bit dramatic, and there are still a handful of favorite stores hanging on, this shift in Soho’s persona isn’t necessarily bad.  Soho’s Target was bustling on a weekday afternoon and aesthetically is one of their more pleasing and well-planned spaces. 

We foresee Soho becoming more about entertainment and dining; maybe we’ll see venues take over the astronomical leases or more museums. The Museum of Ice Cream ALWAYS has a long line (lol).

So, where have the downtown shoppers gone?

They’ve traveled east to Williamsburg, where Bedford Avenue looks more and more like a mini Soho every day. Williamsburg has always been the shopping hub for Brooklyn. Still, with the arrival of more big-name brands on Bedford Avenue’s main stretch (Alo, Sephora, Apple), it's becoming the tourist destination for shoppers looking for an equal mix of name brands and unique local shops.

We just posted about Google’s first neighborhood store opening, Hèrmes will open their Flagship next year, and Glossier is returning to brick & mortar, all ditching their Soho addresses for a spot on Bedford Ave. 

What do you think about the current state of Soho? In NYC, what’s your go-to shopping neighborhood?  Let us know in the comments. 

*Matthew Haag NYT, SoHo Catered to Free-Spending Tourists. What Happens Without Them?

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