Dyson Demo retail stores and service centre

Intent

Create a retail experience where customers can test and experience Dyson technology. The 3 stores needed to be an immersive demo space to boost Dyson’s direct-to-customer initiative.

The challenge

This large scale project was one of the largest undertakings for Dyson in the Oceanic region. There were multiple stakeholders involved in the project and tight deadlines to work with in order to get the store fitout completed on time.

Hundreds of deliverables were requested and it was my responsibility to managed expectations and ensure that they were sent out on time. Working with contractors, we had to create custom artwork for tight spaces and create videos to feature on screens. The store had to adhere to strict brand guidelines and demonstrate innovation.

Delivery

The store featured Dyson’s full portfolio of key technologies, helping customers discover, explore and better understand how Dyson technology works and help owners and potential owners create healthier homes and lifestyles.

The best way to understand Dyson technology is to experience it and in 2020 Dyson ANZ got the green light to begin store fit outs in 3 Sydney locations. The stores are an opportunity for new and existing customers to experience the technology and access support.

My role as part of the Creative Hub in Dyson ANZ was to ensure our stores provided the best possible experience for customers which included ensuring all signage, product graphics and animated screens were optimised for an in-store experience. I produced custom content for animated screens to provide information to customers that related to products around them. In addition to this, I produced graphics to aid demo staff when showing off the product range.

Overall this project spanned 6+ months and included close work with key stakeholders within the organisation.

The newly completed light rail runs right outside the store which I identified as a great opportunity to develop a tram wrap that would advertise the store’s location. I worked with key stakeholders to secure funding and worked with Transport Sydney to develop a wrap that would make the most of the available space and showcase the Dyson brand in the best possible way. The tram wrap was live for 2 months and feedback from store staff was customers were frequently using the “Dyson tram” to reach the store.