In a significant departure from its signature red branding, Target is set to open a store in Bridgehampton, New York, with an entirely different aesthetic. Scheduled to open on 11 October, this will mark Target’s 109th store in the state, filling the space of what was once the last stand-alone Kmart in the continental U.S.
Harmonising with Local Aesthetic
The exterior of the Bridgehampton store avoids the traditional red and instead adopts a grey palette, featuring a white Target wordmark and bullseye logo. In line with the guidelines of the Bridgehampton Commons shopping center and the town’s coastal theme, the store’s sign will not be internally illuminated but instead will be lit from above. Bollards around the facility also adhere to the grey theme rather than Target’s characteristic red hue. According to a Target spokesperson, these design choices were made in close consultation with the local community to ensure the store integrates seamlessly into the surrounding environment.
Modern Facilities and Services
Comprising 90,000 square feet, the new store will house a CVS Pharmacy and Starbucks Cafe. Customers can also anticipate modernised amenities, including prefabricated fitting rooms, upgraded restrooms, a redesigned stock room, and an improved parking lot. Additionally, the store will offer convenient services such as Drive Up, Order Pickup, and same-day delivery.
Strategic Expansion
The Bridgehampton outlet is one of eight new stores Target plans to open in October, rounding out a total of 30 new physical locations debuting this year. This expansion is part of Target’s broader strategy, which includes the development of over 300 new stores by 2035. As part of its investment in customer experience, Target has committed $1 billion towards operational enhancements, in addition to a $5 billion capital expenditure announced last autumn.
Beyond the Traditional Red
While the Bridgehampton store’s design diverges from standard Target aesthetics, this is not their first venture into location-specific architecture. Similar design considerations have been applied to other stores, such as those in Silverthorne, Colorado, and South Lake Tahoe, California, to better match their respective locations.
Reporting based on coverage first published by retaildive.com.