The UK tech giant has opened a new Australian outlet in Sydney with a whole host of features, including a free service that costs hundreds.
Dyson has opened its first demo store in Australia, which includes a hairdressing salon and free styling sessions.
The British tech giant has hundreds of demo stores worldwide, but the new store in the Sydney CBD has many “world first” features and is the brand’s largest retail space across Asia and Australasia.
Customers can use all of the Dyson products and learn about a mix of hands-on demonstrations and immersive displays.
They have access to articles and services that are not available online and are the first in the world to use Dyson Demo VR, a 1: 1 video demonstration to improve product understanding and benefits.
Dyson’s CEO Roland Krueger said he hopes the new store will help Australian consumers get to know the brand’s technology better, adding that it provides the ultimate “try before you buy” experience.
“Dyson operates more than 300 Dyson stores worldwide and our first Dyson demo in Australia will contribute to our ambitious growth plans for the future,” he said.
“Together with Dyson’s direct online store, the new space in Sydney is part of our growing ambitions in direct-to-consumer retail, offering consumers opportunities to discover Dyson technology through the virtual and physical worlds.”
Dyson Beauty Lab
One of the most impressive features is the store’s fully functional hairdressing salon, which allows customers access to a free wash and flower / styling session through an online booking system.
The brand has three “game-changing” hair styling tools – the Supersonic Hair Dryer, $ 599, the cult favorite AirWrap Hair Curler, $ 799, and its newest, the Corrale, a Corrale, a cordless straightener with patented “flexible” copper plates that $ 699 costs.
If you’ve looked at one (or all) of these three tools but find it difficult to justify the expensive price tag, you can go to the Beauty Lab and show the Dyson team how your hair looks with them.
It’s not just any normal employee who will show you how to use the tools. Dyson has hired professional hair stylists and trained them to use hair gadgets so that your locks are in amazing hands.
You can also check the health of your hair with a science test done at the store by a Dyson expert using a sample of your own hair.
It enlarges hair up to 200X to evaluate the strength, elasticity and condition of your cuticle to help choose a product that will help address your hair problems.
Healthy home area
A fan is a must-have in most Aussie homes but Dyson products take it to the next level, also acting as an air purifier.
Justifying $ 899 on the cult Pure Cool can be difficult when you are not seeing pesky pollutants, so Dyson has created a number of different ways to show you the invisible bugs and dust in your home.
From ultra-fine particles to potentially dangerous gases, customers can live these through virtual reality technology.
The staff on hand also have a number of exciting ways to show how the products behave when they come home face to face with the contaminants.
Next level vacuum wall
No Dyson store would be complete without a vacuum demonstration.
Dyson has thought of every possible scenario to show you which of its products is the one you need.
From textured blinds that mimic blinds that many of us use every day at home, to faux dog beds and every floor surface you can imagine, it’s there in the store.
Experts are on hand to also create a mess, just so you can clean it with one of the available vacuum cleaners.
One of the most impressive on display is the Omni-Glide, $ 699, a vacuum designed for hard floors that can move in many directions. It also picks up pieces like grains.
Another very cool feature in the store worth mentioning is the free personalization bar where customers can get customized products – this includes existing Dyson items that customers can take to the store.
The new Dyson Demo Store will open on March 24 at 10 at 301 and 285 George Street, Sydney.
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