Dyson Flagship SoHo

OWNER

LOCATION

OVERVIEW

Located at 155 Mercer Street in Manhattan's SoHo-Cast Iron Historic District, the Dyson Flagship Store represents a thoughtful marriage of cutting-edge technology and historic preservation. This adaptive reuse project transforms a former fireman's hall—later a Dia Art Foundation venue—into an immersive retail destination that celebrates both Dyson's innovative spirit and SoHo's rich industrial legacy.

Completed in September 2024, this flagship location showcases how contemporary retail can respectfully coexist with architectural heritage. Rather than competing with the building's original character, our design team created a dialogue between old and new, preserving and highlighting the structure's historic brick walls and cast-iron columns while introducing modern elements that complement these industrial artifacts.

The open floor plan connects various display areas and interactive stations, creating a dynamic retail environment that encourages exploration and engagement with Dyson's revolutionary products. Exposed original materials serve as both aesthetic features and functional elements, creating rhythm throughout the space while the preserved architecture provides a striking contrast to Dyson's sleek product displays.

This project exemplifies responsible urban development through adaptive reuse, minimizing waste and reducing embodied carbon by utilizing the existing structure. By celebrating the inherent value of the historic building, we've created a sustainable model that prioritizes preservation over new construction while meeting all contemporary retail requirements.

Program Elements: Interactive Product Stations | Technology Display Areas | Historic Brick Walls | Cast-Iron Columns | Open Floor Plan | Custom Display Systems | Lighting Design | Staff Offices | Back of House Operations | Brand Integration | Complete Façade Restoration