Dyson's flagship SoHo store at 155 Mercer Street transforms a historic fireman's hall into a cutting-edge retail destination. The four-floor renovation preserves the building's architectural heritage in collaboration with the Landmarks Preservation Commission, maintaining the historic façade while exposing original brick walls and cast-iron columns. The adaptive reuse design seamlessly integrates modern retail requirements with the building's historic shell, creating an open floor plan with interactive stations that celebrate both Dyson's innovative brand and SoHo's rich industrial legacy.