STORE SPACES

Dyson opens ‘hands-on’ flagship on Fifth Avenue

BY Marianne Wilson

The British brand best known for its bagless vacuum cleaners, bladeless fans and, most recently, air purifiers and high-tech hair-dryers is expanding its fledgling retail portfolio.

Dyson Ltd. has brought its Dyson Demo format to New York City, opening a flagship on Fifth Avenue. The nearly 3,100-sq.-ft. space is designed to encourage people to pick up, test, and understand Dyson technology. The store, which has a towering glass atrium entrance, provides a gallery-like experience, with products displayed like artwork. Technical information is communicated on video walls.

Upon entering, visitors are greeted with a monumental Dyson “Digital Motor,” which is the technology that has allowed Dyson to expand its product portfolio beyond vacuums, most notably to its “supersonic” hair dryer. The brand’s full product lineup is on display in the store, which features interactive demonstrations throughout that are designed to bring to life the science at the core of the products.

Visitors to the Demo can even test Dyson’s supersonic hair dryer by booking an appointment to have their hair styled at a small in-store salon. They can also test vacuums with different types of dust and debris on various floor types, and enter a purification room to see Dyson purifiers in action.

“The Dyson Demo encourages people to be hands-on,” stated Jake Dyson, research and development director, in a release.

Dyson has been exploring different ways to allow consumers to see, and interact with, its growing line-up of products. In August, it launched a partnership with Best Buy, opening in-store shops in some 90 Best Buy stores.

In July 2016, Dyson debuted its Dyson Demo store concept, in London. The sleek, futuristic-looking space was designed by Dyson in collaboration with WilkinsonEyre. The same team designed the New York flagship.

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