Dyson Flagship SoHo thoughtfully retools the historical features of what was originally a fireman's hall that evolved into an art and theater space into its latest reincarnation — a flagship retail destination for the iconic Dyson brand. Situated in Manhattan's historic 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.
Through close collaboration with the Landmarks Preservation Commission, the design team carefully preserved and enhanced the façade, while newly exposed brick walls and cast-iron columns evoke the materiality of the context and their innate luxury. The store embraces a multi-layered narrative to provide a foundation for the building’s transformation. Our adaptive reuse approach integrates cutting-edge retail requirements into the historical shell, adding a link in the chain of the space’s creative legacy. Embracing artifacts of the industrial history, this forward-looking shopping experience maintains the building's integrity and delivers a sophisticated retail environment that is uniquely SoHo while showcasing Dyson's tech-driven brand.
