If you’ve found yourself endlessly scrolling in the past few days, you might have come across Dan Boyar’s viral TikTok announcing a ‘Target Black’ concept store. The video shows a large building under the High Line with Target’s logo colored black, rather than its usual red.
Boyar explains the new store will have “exclusive product lines from designers like Balenciaga and Supreme” in addition to organic, locally-sourced groceries and a Starbucks Reserve Roastery on-site. He claimed to be working on a commercial for the store, set to open on Manhattan’s West Side by November.
Since posted, the video has garnered over 1.4M views and more than 140k likes. Much speculation on the concept’s actual existence has taken to Twitter.
Apparently there’s a new premium concept store called Target Black opening up in NYC in November….can someone verify this? pic.twitter.com/6IqCTX8uaU
— Nate Rosen (@RosenZone) October 15, 2022
The rumour claims that Target is opening a "premium concept store," called Target Black, that will stock "exclusive product lines" with Balenciaga and Supreme
— Outlander Magazine (@StreetFashion01) October 18, 2022
Wait did u guys see they’re opening like a super fancy target in nyc called target black
— molly (nyc release week) (@stateofmolly) October 15, 2022
I have to go all the way to nyc for target black 😭 https://t.co/iJZpyiTbmu
— कियाह (@kj_wash) October 16, 2022
Yet, after a conversation with Boyar himself, we’re breaking the news that no, ‘Target Black’ is not opening in NYC, or anywhere else for that matter. “It’s a figment of my imagination,” Boyar told us over Instagram. He had been filming nearby for another project after seeing the Target Corporate Office in NYC and coming up with the idea.
“After parking our equipment trucks on the block, I noticed a chrome Target logo on a black facade of what looked to be a papered-up retail space. There was another small sign with a black Target logo one door down. A quick Google search showed it was the Target corporate office, but I wondered about the retail space. What could it be?” thought Boyar. “I came up with the idea for a high-end Target since this is a new-money area filled with wealthy Millennials and tourists and I think the concept would really be a hit. Turns out from many of the comments that I might be right, so maybe Target should actually try it out and invite me to the opening.”
Target, Balenciaga and Supreme have yet to release statements confirming or denying.
I guess for now we’ll just have to look forward to Astoria’s very first Target actually set to open in 2023.