In a nutshell
Surprisingly warm and accessible experience store from Dyson that offers generous space behind the dark facade, a characterful building and the full suite of Dyson demos, interaction and customisation
In their words
"It's just the plinths and the products" (James Dyson, launch video)
Brand Background
Dyson, the British technology company founded by James Dyson in 1991, has established a second store on Mercer Street in New York. Known for its innovative appliances, Dyson has expanded its product range from vacuum cleaners to air purifiers, hair care tools, and recently, noise-cancelling headphones. The company invests significantly in research and development, reportedly spending over $10 million weekly on R&D. Dyson's retail strategy emphasizes creating interactive experiences that allow customers to engage with their technologies, aligning with the brand's focus on solving everyday problems through design and engineering.
Visit Field notes
Dyson stores tend to be rather soulless and make one wish for the comparative uniqueness of an airport mall. This store however has a certain something extra. Discretely set on a fashionable street, the mix of black on black fascia and high-impact screens is at once enticing and secretive. Once insight the products are highlighted - museum-style - in subdued lighting, and then the ceiling opens up to a lovely void space and a suspended office/demo cube above. There's a generous space throughout, with interative, experiential and learning-focused information (could we get a diploma in engineering just from reading the POS information?). The staff are excellent - soft selling to the fore ("all about learning"), replete with knowledge and enthusiasm - it's the first Dyson store that has really come alive.
The store's innovations include personalisation of product cases (not the products themselves), hair analysis and bookable styling demos (for beauty products), along with very capable buy-by-phone and click and collect options.
It's worth watching the launch video (linked below) since you can see the combination of electronics/electrical engineering, architecture and a growing interest in agriculture and "organic engineering" - both in terms of Dyson's agricultural interests and the move into hair products (Chitosan creme), derived from Oyster mushrooms.
Checkout
- Most Dyson stores feel like template fit-outs, but this has a softer, more architectural feel with the bare brickwork aesthetic
- Wider than most Dyson stores, the low-ceilinged and dark front half opens to a triple-height and brighter space at the rear
- Full range of display, not just the smaller or hand-held items
- Floating glass box as a first floor looks wonderful but the use isn’t clear - events? Meetings? Training? Feels an unresolved element
- Notice the focus on experience and product learning - both as passive display and organised events and activities
Move from electrical items to consumable products shows a new side to the brand.
Excellent staff, well-briefed on the brand’s position, history and direction (on top of deep product knowledge)
Other Reading
Tbe store page: https://www.dyson.com/stores/soho and blog post on the opening https://community.dyson.com/community-news-and-information-44/dyson-celebrates-innovation-in-new-store-on-mercer-street-soho-new-york-5845
Dyson's video of their store launch, with an architectural history of the fire station building - https://www.youtube.com/watch?v=RUWcRvdkviE
Chainstore Age's review - https://chainstoreage.com/first-look-dyson-opens-hands-store-soho
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