Located at 155 Mercer Street, Dyson Store SoHo innovatively engages with the history of a Manhattan SoHo building, creating a cutting-edge retail destination. The evocative historic cast iron building had many lives - originally a fireman's hall, it was then acquired by the Dia Art Foundation, then later evolving into an art and theater space. The extensive renovation across all four floors of the space employs an imaginative design approach merging Dyson's modern identity with Soho’s cultural legacy.

Innovation shines through our approach to adaptive reuse, where we've seamlessly integrated contemporary retail requirements within a historical shell. The design pioneers a new model for historic building renovation, demonstrating how modern retail can coexist with and enhance protected architectural elements. Our innovative solution maintains the building's structural integrity while creating a tech-forward shopping experience that sets new standards for retail design.

Carefully considered spatial planning optimizes the functionality of the four-floor layout for both retail and office use. The open floor plan strategically connects display areas and interactive stations, creating an intuitive flow that enhances the customer journey. The project also engages original architectural elements, repurposing brick walls and cast-iron to serve both structural and aesthetic functions and demonstrating how historical features can support modern retail requirements.

Our unique dialogue between past and present showcases how creative approaches to the design process can lead to the preservation and celebration of the multiple layers of the building's rich history – from firehouse to art space to retail destination. By introducing contemporary elements that complement rather than compete with the original architecture, our creative approach embraces the innate luxurious features of the industrial artifacts in the building. Exposed brick walls and cast-iron columns become sophisticated design elements that enhance the shopping experience.

The project's eco-social impact is demonstrated through our commitment to preservation over new construction, significantly reducing environmental impact. By collaborating with the Landmarks Preservation Commission, we've ensured the protection of an important piece of SoHo's architectural heritage. The project contributes to the neighborhood's cultural continuity by honoring the building's evolution, maintaining its role as a vital part of SoHo's social fabric.