Dyson has opened an in-mall experiential pop-up on the Lower Guildhall at Bluewater, Europe’s leading retail and leisure destination. Launched on 8 May and at Bluewater until 21 May, the pop-up showcases Dyson’s new V6 cordless vacuum cleaner range, the first range of cordless vacuum cleaners with the same performance as a mains powered vacuum cleaner.
Dyson, the British technology company based in Wiltshire, has a growing team of over 2,000 engineers developing solutions to everyday problems.
Following an investment of over £250m, Dyson’s own motor sits at the core of all the new cordless vacuums. It provides more suction than any other stick vacuum in a nimble format meaning it can clean the car, the carpet, the ceiling and everything in between.
Beyond the research and development labs, the team also look at finding new and exciting ways of bringing their technology to life. The focus of the Bluewater in-mall experiential pop-up will be to showcase the technology in a hands-on environment where testing is encouraged.
The pop-up consists of a home-themed trial area, with four spaces from the home: a kitchen, living room, children’s room and garage. Each element has been built to allow Bluewater’s guests to test the new Dyson products in a typical home environment. The home-themed spaces include different types of flooring and related furniture props to demonstrate the different features of the V6 range.
The pop-up also has an Instagram printer and iPad station, installed for guests to quickly and easily engage with a social media competition to win one of the V6 range using the hashtag #V6Roadshow.
Commenting on the pop-up, Sharon Smith, Bluewater’s commercial partnerships manager, said: “Dyson adds something unique and highly interactive to the guest experience at Bluewater, with the in-mall experiential pop-up bringing to life the Dyson V6 range with a real sense of theatre. Already proving a hit with guests, this type of pop-up is typical of our approach of providing something surprising and memorable for guests on every visit to Bluewater.
“This activity also highlights once again Bluewater’s position as the first choice for brands seeking to create something quite unique.”
Candice Williams, from Dyson said: “We want people to get their hands on Dyson technology and see the benefits for themselves. The space is based around our drive to get people to test, try and explore our technology. Seeing is believing.”
Dyson is the latest brand to join a series of innovative pop-ups to appear at Bluewater. It follows Tesla, Volvo and the Science Museum in creating highly successful brand experiences at Bluewater in the last 12 months.