Target has been in the headlines lately, and while we could insert the laundry list of recent questionable decisions and bad PR, noting that the brand’s stock has fallen 35% just this year should be enough. But the big-box behemoth is attempting a reputation refresh with a newly opened, design-forward concept store in SoHo, positioning itself once again as the affordable tastemaker.

The brand says the store will showcase “trend-worthy apparel and beauty to curated home finds and seasonal drops.” The space itself is different from Target’s suburban sprawl aesthetic; this one is designed within a millimeter of its life, with installs that look more museum-forward.