Engineering giant Dyson has planted its first ever UK showroom on London’s Oxford Street. The futuristic new demo space has lodged itself between the thoroughfare's ubiquitous high street fashion brands, displaying its innovative wares in a gallery-style location.
Sir James Dyson had the help of WilkinsonEyre for the 200 sq m space, architects who previously realised the British company’s inaugural gallery-cum-showroom in Paris, in 2000. With the recent launch of their near-silent 'Supersonic' hairdryer, Dyson has shown that pioneering developments are at the heart of the operation. The theatrical décor certainly reflects this remit, with a dramatic black backdrop enclosing the designs, that are displayed on separate white plinths. Attention, however, veers to the colossal hairdryer engulfing one of the four walls. Standing tall to the ceiling, it sends out ultraviolet strobelight beams across the two floors.
The cinematic experience continues elsewhere, with other walls playing host to demonstration videos, and a recreated salon area with mirrors on the mezzanine floor that enhances the entrancing oeuvre of the super tech brand.
‘It is much more than a shop, it is a destination where you can test the products and explore the way they work,’ says Chris Wilkinson, director at WilkinsonEyre. The pieces are displayed as if works of art, inviting even tech-averse visitors to encounter the power of the various dryers, vacuums and now hair care ranges the brand is responsible for.
The launch marks the start of a host of Dyson playgrounds set to open across the globe.