In the very heart of London, Dyson opened a store last week. It is a store filled with the brand’s entire product range, giving the consumer a chance to try everything to their heart’s content. With this move, Dyson is yet another brand that now approaches the shopper directly.
Live demonstrations
According to Dyson, this store, located on Oxford Street, is not exactly a “flagship store”. It is called the Dyson Demo and the brand’s goal is to bring technology to life here.
The store is not packed to the brim with products, but offers room for live demonstrations of 65 products. The store employees are not sales people, but “experts” that can explain every product’s characteristics clearly. The modern design, created by architect firm WilkinsonEyre, slightly reminds of Apple.
The Dyson Supersonic hair dryer is one of the highlights: shoppers who so desire can get their hair styled here, an easy way to demonstrate the product’s capabilities. Vacuums can be used to clean all types of dirt or consumers can breathe the air cleaned by a Dyson Pure Cool Link Purifier. To clear the air: it is possible to buy things here as well…
