Global appliance retailer Dyson has opened an immersive demo space for its products in Sydney. 

The new store boasts large demonstration zones and displays that show how Dyson technologies offer solutions to real-world problems. A ‘wall of debris’ that can be strewn on the floor in order to be vacuumed, air quality demos that show live AQ data, and a beauty lab that assesses shopper’s hair health are all part of the store’s offerings.

Through this venture, Dyson wants its patrons to better understand its full portfolio of products before buying them. Furthermore, the store also includes a fully equipped hair station where stylists will provide customers with a wash and blow-dry based on their hair type using Dyson products.

Roland Krueger, Dyson CEO said part of the company’s growing ambition is to expand direct-to-consumer retail experiences in both virtual and physical worlds.

The new store is housed within a heritage building on George Street and will open daily.