Dyson Demo

London, UK

Dyson Demo on Oxford Street offers a unique gallery-like experience for visitors where products are displayed on plinths like artworks, while technical information is communicated on video walls. The 200m² space offers an experience that goes beyond product display, and celebrates the design, engineering and innovation of Dyson products. Customers are able to access a wide variety of information, from the initial conceptual ideas to details of the innovative technology that makes Dyson products.

WilkinsonEyre designed the first Dyson showroom in Paris back in December 2000, which pioneered the concept of displaying the Dyson vacuum cleaners like sculptures in a gallery. With the success of the Paris showroom, WilkinsonEyre worked closely with the Dyson team to develop the concept for Dyson Demo. They contributed to the store’s conceptual development and worked on the space layout, entrance façade and, with Atelier One, added a dramatic backlit white glass feature staircase.

The upper floor is set back to provide a double height entrance space and the mezzanine incorporates a glazed balustrade balanced on a sharp chamfered soffit, allowing visual connections from the first floor to Oxford Street and Selfridges.

On both floors, a continuous line of video screens along the walls show exciting films and images of the Dyson products on offer, immersing visitors in the etntire experience and uplifting them beyond the everyday.