Target's first "next-generation" store officially opened in the Market Center at Aliana Sunday, Nov. 12. The new store layout features a more modern approach with two new entrances; an experience entrance that will feature displays on exclusive Target brands, seasonal items and more, and an ease entrance that is designated for pickup orders and providing more convenience to shoppers. The ease entrance includes a grab-and-go food section, wine and beer station with a walk in cooler, gift and go station and quick access to the grocery section. This is the first Target location in Houston to offer pickup services that are delivered straight to the customer's car. All future Target models will follow the new design, and some existing locations will be renovated to include aspects of the design. A new Starbucks near the experience entrance is larger than most Target Starbucks and is equipped with outdoor patio seating. Another change is the switch to self-checkout lanes. The Grand Parkway location is one of two Targets testing new checkout hardware and software that encourages self-checkout, but also allows checkout lanes to be staffed by team members if the volume of guests gets too high, according to Shannon Wolford, Target’s Store Team Leader. District Team Leader Ashley Maxwell said with Houston being a top market for Target and the growth the surrounding area has seen, the Grand Parkway location seemed like the right fit. "We’ve had a lot of great feedback that it’s easier to shop, it’s easier to get around and really interact with the products and try different things," Maxwell said. "So we are hoping for the same outcome [at future stores.]" The new store also features exclusive sizing in every department, as well as a plus-size section and a men's big and tall section. Lower shelves and wider aisles also contribute to easier access. Other new additions include a revamped jewelry and beauty department area, featured displays stationed in the middle of the store, a holiday section, and a home merchandise section with Target's partnership project, Hearth & Hand with Magnolia, with the HGTV “Fixer Upper” duo Chip and Joanna Gaines.