Dyson on display

Taking a cue from Apple, Dyson’s first store in the UK is designed as an interactive experience to give shoppers a greater understanding of its products.

The store features video walls explaining the technology behind the displayed products and enables shoppers to test products such as vacuum cleaners on a variety of floor types. Shoppers can even have their hair blow dried in the upstairs salon with the Supersonic hair dryer.

‘We think it is important that people can experience our technology, and see and understand the inside of our technology,’ explains CEO Max Conze. ‘Our products have to be so good that if you try one you intuitively understand it.’