Australia’s first ever Dyson Demo store has opened on George Street in Sydney’s CBD and has the largest trading retail space of any Dyson store across Asia and Australasia.
The new space, which forms part of Dyson’s global drive to grow its direct-to-consumer retail channel, offers a range of demonstration zones and interactive displays. From a wall of debris that can be thrown on the floor and vacuumed up to show the effectiveness of Dyson vacuums, to air quality demonstrations that show live AQ data, to a Beauty Lab where shoppers can have their hair health analysed and be styled with Dyson Hair Care technologies.
“Dyson operates more than 300 Dyson stores worldwide and our first ever Dyson Demo in Australia will add to our ambitious growth plans for the future. Together with Dyson’s direct online store, the new space in Sydney forms a part of our growing ambitions in direct-to-consumer retail, providing consumers with opportunities to discover the Dyson technology through both the virtual and physical world,” Dyson CEO, Roland Krueger said.
The latest Dyson Demo store has regenerated a heritage building on George Street and is juxtaposed by a modern glass box adjacent to the Wynyard concourse that houses the largest digital screens inside any Dyson store in the world. The screens display content bringing to life the intelligence behind Dyson technologies.
Dyson Beauty Lab
A hair health consultation will help the Dyson Expert understand the customer’s styling routine, hair goals and how Dyson technologies can help achieve these. This will be followed by hair science tests to measure hair strength, elasticity and magnify hair up to 200 times to evaluate cuticle condition. Based on these insights, the Dyson expert will provide a hair health diagnosis and advice on how to protect hair health, including recommendations on how Dyson technologies avoid extreme heat damage.
The new Demo store also has a dedicated space for in-house hair care, equipped with three styling stations. A Dyson Stylist can provide a personalised styling service using Dyson hair care technologies, based on hair type and styling needs. For the ultimate full salon styling experience, a hair wash basin is also available. Customers can request styling appointments on a walk-in basis by asking a Dyson expert for available slots.
Healthy Home area
For the first time in-store, an interactive healthy home area enables customers to discover the different types of pollutants found within homes. They can understand the intelligence behind Dyson technologies and with interactive experiences including RFID activated film content, augmented reality visualisation of home pollutants and the opportunity to demonstrate Dyson technologies in a range of real home spaces and scenarios.