Dyson is doubling down on its direct-to-consumer retail offer with the introduction of the Dyson Demo VR store that enables consumers to experience and test Dyson technology from anywhere using a VR headset.

The new Dyson Demo VR allows customers to trial, test and understand Dyson’s products in a virtual environment with some of the same visualisation and simulation technologies that Dyson engineers use to prototype, test and develop new products and software in the lab.

The virtual experience will be paired with newly launched live streamed events on Dyson’s direct websites and one-on-one video demonstrations hosted by Dyson experts.

Phase one offers product demonstrations of the Dyson Supersonic hair dryer, Corrale straightener and Airwrap styler, as well as the Dyson V15 Detect cordless vacuum. Customers can also take a look inside each piece of technology to understand how it works through visual animations and interviews with Dyson engineers.

Future releases will include a virtual shopping experience with the functionality to speak with a Dyson expert from home.

“Dyson Demo VR means we can now bring our technologies to life for our customers in ways that were previously beyond imagination,” Dyson e-commerce director, Sean Newmarch said.

“Applying the same technologies and tools already used within our labs, we can explain better how Dyson machines work and why they make a difference. All of this can be done using our actual design data. We can show people a virtual product operating in a virtual room but using the actual product software – it doesn’t get much more realistic.”

The Dyson Demo VR is now available through the Oculus store with updates and improvements to the technology over time.