We got the first look at Target's revamped SoHo store where the retailer is all-in on style

Target's mascot Bullseye greets visitors at the retailer's newly remodeled SoHo store.

Dominick Reuter/Business Insider Target just remodeled its SoHo store with a larger emphasis on style and design.

The store showcases a curated sample from Target's full merchandise assortment.

Target invited Business Insider for an exclusive first look ahead of the location's reopening.

Target is doubling down on its SoHo concept store.

Less than a year after remodeling the store's main floor, the bullseye retailer went back in to reimagine the rest of the footprint that anchors Target in one of the world's top shopping districts.

"It was probably more of a glorified convenience store," Target's chief brand officer Michelle Messenberg told Business Insider during an exclusive walkthrough ahead of Thursday's reopening.

Located at the corner of Broadway and East Houston Street, the SoHo store shares the block with trendy shops like Prada, Arc'teryx, and Allsaints.

While last year's renovation bumped up the store's aesthetics, Messenberg said it was still more of a spot for people to grab essentials on their way to somewhere else.

"Nearly 70,000 people cross this corner every single day," she said.

"We wanted to make sure that we were putting our best foot forward when it came to our brand." Last year's remodel featured an extended entrance experience that calls to mind a deconstructed Target logo.

Dominick Reuter/Business Insider It's now stocked with apparel-forward displays that also feature select merchandise from other categories.

"It's focused on apparel, but you'll see us mix in the best of beauty, the best of home, and so we're really completing the picture for a guest," Target's director of curation, Matthew Arrington, told Business Insider.

Further back on the main floor, a new section features a more immersive presentation of seasonal merchandise.