Dyson has opened the doors to its second store in New York, equipped with tech and products for customers to try out.
The store is located in the heart of New York’s Soho shopping district at 155 Mercer Street, and marks the seventh Dyson store in the US.
Spanning 2,800 sq ft, it has been transformed from a former fireman’s hall into a retail store.
Dyson senior manager of retail strategy and development Steven Lee said on LinkedIn that this was a “unique and challenging project” with the team working “meticulously to restore all historical elements and architectural details, including the original brick walls and cast-iron columns.”
The latest store carries Dyson’s full range of offerings such as haircare, air treatment, headphones, lighting and floor care products.
The brand opened its first store in Paris in 2000, with the Dyson Demo store created to change the way customers shop for technology.
Since then, Dyson Demo stores have grown to over 200 globally with each displaying a “minimalist gallery-like feel”.
According to the Dyson website: “Each store focuses on the technology inside Dyson’s machines, with demonstration zones and interactive displays that show the designs at work.”
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