James Dyson: New London store will have “technology at its centre”

The new Dyson store, which is only the second permanent store worldwide, is set to hit London’s Oxford Street in July and will be a “hands-on” experience for customers.

The Dyson store in Tokyo, Japan
The Dyson store in Tokyo, Japan

James Dyson has revealed that he has personally worked on the design for the company’s new London store, and that it aims to be a “hands-on” interactive experience for customers.

The Dyson flagship store – which will be the technology company’s second permanent retail space worldwide – aims to be a hub where people can “pick up, test and experience” Dyson’s products and technology “hands-on”, says a spokesperson for the company. They add the store will be “very similar” in design to the company’s Tokyo store.

Current design details reveal that technology will be displayed on white plinths, and there will be test tracks available with dust and debris samples and different floor types, where visitors can test the machines.

In a similar style to Apple stores, there will be “Dyson experts” in-store to talk about products and explain the technology behind them. The space will also be used as an events venue for talks on the technology.

“It’s important to be able to try out our technology so you can really understand how it works,” says James Dyson. “It’s no good having it stuck away on shelves, so I designed the store with our technology at its centre. You can pick up the machines, pull them apart and thoroughly test them on our test tracks.”

Dyson’s first store opened in Tokyo, Japan in April 2015. The London store will be the company’s first high-street shop in the UK, aside from a pop-up shop at Bluewater shopping centre in Kent.

The new store is expected to open this July.

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