Innovative technology brand Dyson will open it’s first ‘own branded’ London store this week, aiming to showcase their engineering prowess and unique portfolio by demonstrating the scientific concepts underpinning their products.
Centred around the notion that “we solve the problems others seem to ignore”, Dyson’s impressive product range has grown extensively since the days of Dyson Ball™ Technology, and now includes cordless and autonomous vacuum cleaners, purifier fans, LED lighting and the recently launched Supersonic hairdryer.
Not only will visitors be allowed to try out Dyson’s cutting-edge products in the Dyson Demo store, but they will also be able to explore the research and development stages of Dyson product development through a variety of installations and roaming Dyson ‘experts’. Other novel ways in which Dyson is looking to bring the brand experience to life include a fully functioning hair salon, where customers can have their hair styled using the new Supersonic hairdryer.
Max Conze, chief executive officer at Dyson, suggests that the new store will help to educate visitors about the “fundamentally different ways” that Dyson technology works, and will “bring engineering to life”.
The last few years have seen a real shift in the way that brands are looking to engage with customers through retail, with Oxford Street now chockablock with numerous ‘concept’ stores such as Nike’s flagship shop directly on Oxford Circus. What these stores do is make the retail experience far more than just a functional exercise, encouraging consumers to fully experience the products, concepts and values that drive them to connect with one brand over another.
Always at the forefront of innovation, it is no surprise that Dyson is getting involved in this retail trend. Sir James Dyson has become a household name and is recognised both nationally and internationally as the British inventor and industrial designer behind the Dual Cyclone bagless vacuum cleaner, which works on the principle of cyclonic separation. From his days studying at the Royal College of Art, where he developed his first invention, the ‘Ballbarrow’, Sir James Dyson is now estimated at over £3 billion (according the the Sunday times rich list).
The Dyson Demo London retail space is based at 447 Oxford Street, London and opens 6 July.
(Banner image credit: Dyson)