Dyson Store SoHo

CLIENT

LOCATION

OVERVIEW

Located at 155 Mercer Street, Dyson Store SoHo, thoughtfully retools the historical features of what was originally a fireman's hall that evolved into an art and theater space for The Dia Art Foundation and is now a retail destination. Situated in Manhattan’s iconic Soho district, the renovation expands the retail store concept and merges the innovative spirit of Dyson with a celebration of the neighborhood’s rich architectural heritage.

The project was envisioned as a dialogue between past and present, working with the multi-layered narrative that the building’s history presents. The existing architecture – particularly the brick and cast-iron columns – presented an exceptional foundation, and the design preserves these layers of history while conceptualizing Dyson’s retail and office spaces across the four-floor renovation. Located in the SoHo–Cast Iron Historic District, Dyson Store SoHo is embedded in the largest concentration of cast-iron buildings in the world. The final design deploys the brick walls, newly exposed, and the cast-iron columns, evoking the area’s legacy and innate luxurious qualities.

Additionally, this project involved the careful preservation and enhancement of the historic facade in collaboration with the Landmarks Preservation Commission over the course of our thoughtful renovation across all four floors that maintains and highlights original architectural elements. The strategic integration of existing brick and cast-iron columns form a uniquely Soho retail experience, which utilizes an open floor plan connecting displays and interactive stations that elicits a sensory, dynamic atmosphere.