The retailer’s signature color is not part of the external facade of the building at its new location in Bridgehampton, New York.

Target’s latest slate of store openings includes a location in the Hamptons, specifically Bridgehampton, New York, that does not highlight the company’s signature red color.

Instead, the location will align with the town’s guidelines “to reflect its coastal vibes,” the company said in a September release.

The exterior of the store is gray and features a white Target wordmark and bullseye. The location also has gray bollards instead of the company’s usual red. Additionally, the Target sign is not internally illuminated and instead is lit from above, to keep with signage requirements for the Bridgehampton Commons shopping center.

“We worked closely with the town to ensure the store's exterior and signage fit naturally within the surrounding community and Bridgehampton Commons,” a Target spokesperson said in an email to Retail Dive.

The location is about 90,000 square feet, will contain a CVS Pharmacy and Starbucks Cafe, and features services including Drive Up, Order Pickup and same-day delivery. It is scheduled to open on Oct. 11 and is Target’s 109th store in New York.

The Bridgehampton store was once a Kmart, the last existing stand-alone Kmart in the continental U.S., according to EW Howell Construction Group. The new Target location will contain prefabricated fitting rooms, upgraded restrooms, a redesigned stock room and an improved parking lot, per the construction group.

Although the design elements of the Bridgehampton store reflect the specific character and requirements of the surrounding community, it is not the only Target store that deviates from its traditional red branding.

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