. >> the location is a sprawling 174,000-square-foot complex in spanish harlem. >> target in new yorkhey've got everything you can possibly think of under this roof right here. >> over the last two decades, target has become a powerhouse in mass retail while developing an almost cult-like following. >> i have target sheets. i have target pillows. >> we have been waiting for target to come. >> everybody needs a target. >> some of america's hottest designers are enlisted to create exclusive lines for the harlem store. >> so, tell me about your collection. >> it's very colorful, lots of fun. >> oh, we're so excited. we're so happy to be collaborating with target. >> from the runway to main street, target transcends retail. >> yes, "tar-jay" is everywhere. >> i love to shop "tar-jay." >> i shop at "tar-jay," target all the time. >> so, how did this discount chain become a pop-culture phenomenon? in the mid-1990s, target explodes in size and popularity. today, an ni