First Look: Dyson opens hands-on store in SoHo
Dyson has opened the doors to its second store in New York City, and it’s outfitted with tech and products that customers can try out.
The British brand best known for its bagless vacuum cleaners, blade-less fans and and high-tech hair-dryers has opened a 2,800-sq.-ft. outpost in Manhattan’s SoHo neighborhood. It carries Dyson’s full range of offerings, including its haircare, air treatment, headphones, lighting and floor care products.
Sleek and ultra-modern, the store is designed to enable customers to get hands-on with Dyson technology. (Founder James Dyson was inspired by French farmers’ markets and the way produce was laid out on trestle tables, with customers able to easily walk around and study the produce, and has drawn inspiration from this in the design of Dyson retail spaces.) Interactive elements include styling stations to try Dyson’s latest beauty products and an interactive customization wall for the brand’s line of headphones.
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Image courtesy of Dyson. -
Image courtesy of Dyson. -
Image courtesy of Dyson.
Dyson SoHo is located in what was once a firemen’s hall that dates back to 1854. Dyson restored the building to celebrate and showcase its rich history, emphasizing all the historical elements. The building features exposed original brick walls, cast iron columns and roof trusses with the aim to marry the Dyson retail design philosophies with the historical aspects of the building. The store was designed by Dyson’s in-house design team worked with New York City-based JG Neukomm Architecture.
“Throughout Dyson history, we have ensured — wherever possible — to keep and emphasize all the historical elements, giving life to fine architectural details,” said a company spokesperson.
With the opening of Dyson SoHo, there are now seven Dyson stores in the United States, including a flagship on Fifth Avenue in Manhattan. It also has three stores in California (Los Angeles, Santa Clara and San Francisco) and one each in Dallas and Maryland.
