The company has opened the doors to its second store in New York City and it is outfitted with tech and products that customers can try out.
The British brand best known for its bagless vacuum cleaners, blade-less fans and high-tech hair-dryers has opened a 2,800sq ft outpost in Manhattan’s SoHo neighbourhood. 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.
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, emphasising 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.
