A new chapter in property growth and technological innovation unfolds as Dyson unveils its fourth UK Demo store in the heart of Bluewater Shopping Centre, Kent. The opening marks the first store in the Greater London area, and a significant expansion for Dyson’s physical retail footprint since 2022, which saw the inauguration of three new Demo Stores across the UK.
Having served as a hub for Dyson’s groundbreaking technology for the past seven years, Bluewater’s transition from hosting a successful Dyson Demo Zone to the newly launched immersive retail space is driven by growing customer demand for a larger interactive experience of Dyson’s pioneering inventions.
Designed to propel Dyson’s vision of direct-to-consumer retail expansion, the store showcases a full range of innovative technologies, including the latest Dyson Zone headphones. The venture not only brings next-gen technology to the Bluewater Shopping and Leisure Destination but also allows consumers to experience and comprehend Dyson’s technological advances in an unparalleled setting.
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Spread over a generous 181m² space on the upper floor, the store features an array of demo zones. At each zone, Dyson Experts are available to guide shoppers on the functionalities of Dyson’s ground-breaking technologies. Among the interactive experiences on offer is an air quality sensor showing live local data, and a chance for consumers to test Dyson vacuum cleaners on a variety of debris.
The store takes pride in providing an immersive, hands-on experience, including an in-house Beauty Lab equipped with three styling stations. Here, customers can relish a unique hairstyling experience using Dyson Hair Care technologies, including the renowned Dyson Airwrap multi-styler.
Zita Ebunam, Dyson Demo Store Manager, Kent Bluewater, expressed her excitement: “Having had a successful Dyson Demo Zone at Bluewater for seven years, we’re thrilled to upgrade our retail offering and owner experience with a new dedicated space for shoppers to get hands on with our technology. Shoppers can now have the full Dyson experience including having their hair styled at our exclusive Beauty Lab salon and explore our latest technology including the Dyson Zone headphones. As a Store Manager, I am particularly excited about the personalised services on offer, including complimentary debossing which will make our customers shopping experience even more enjoyable”.
James Waugh, Centre Director at Bluewater, echoes the enthusiasm, saying, “We are delighted to see Dyson upsizing their retail space here at Bluewater. We are confident that our guests will be eager to explore the new Dyson Demo Store and the services available at the Beauty Lab.”
The Bluewater store also offers Dyson Direct Exclusive technologies and limited-edition colourways. At the Personalisation Bar, customers can enjoy complimentary case debossing for their Dyson SupersonicTM hair dryer or Dyson AirwrapTM Multi-styler.
Beyond brick and mortar retail, Dyson is bridging the gap between online and offline experiences. Amid the shifts in retail dynamics during the COVID-19 pandemic, Dyson has augmented the customer experience through virtual and online settings. The launch of Dyson Demo VR offers an immersive virtual experience for customers to explore Dyson’s products, complementing their physical store offerings. The new approach harmoniously blends the convenience of the virtual world with the richness of physical, offline retail experiences.
