Once a fireman’s hall, venue for Dia Art Foundation, and performance space and theater, the new Dyson store in New York is suffused with history. The building is a relic of Soho’s architectural lineage, particularly the neighborhood’s high concentration of cast-iron buildings. Confronted with this history, but also the future-forward identity of the luxury home and beauty brand, Dyson, JG Neukomm Architecture integrates old and new for the new Dyson flagship and office.

The architects preserved the historic facade, exposed the existing brick walls, and maintained the cast-iron columns that flow through the space. Across the renovation’s 4 floors, the architects highlighted these original elements, so the structure of the building was rooted in the site’s history. More metal work for the stairs and offices tie the old cast iron with the space’s new programmatic functions.

An open floorplan allows the structural elements to define the design and emphasize the cast-iron elements, while display vignettes are interspersed to tell the story of the brand. Beauty counters with built-in mirrors offer a place to try out hair products. Wall displays organize headphones and vacuums.

Throughout the retail floor, technology is a unifying theme. Screens punctuate the brick walls and the level lofted above the main floor, where the architects make room for offices without interrupting the old-meets-new approach to the space.