Target Store in Hamptons Omits Brand's Signature Red Color

Target is set to open a new store in Bridgehampton, New York, on October 11. The exterior of the 90,000-square-foot location will deviate from the brand's recognizable visual identity by omitting its signature red color.

The omission is due to local architectural guidelines in Bridgehampton, which mandate a muted color palette to align with the community's aesthetic. The store's facade will be gray, with the Target name and bullseye logo displayed in white. According to a company spokesperson, this design aims to better reflect the coastal surroundings and integrate into the historic beach community.

In addition to the color change, the store's exterior signage will be illuminated differently. Instead of internal illumination, the white lettering and logo will be lit from above. The store is situated within the Bridgehampton Commons shopping center, joining other retailers and eateries.

This new location will employ approximately 140 people and marks Target's 109th store in New York State. It will feature in-store services like a CVS Pharmacy and Starbucks Café, alongside Target's usual pickup and delivery options. The Bridgehampton store is part of a larger rollout of eight new stores opening across six states this fall.