Dyson demo store and free hair salon launches in Sydney, Australia

Dyson has opened its first demo store in Australia that includes a hair salon and free styling sessions.

The British tech giant has hundreds of demo stores worldwide, but the new store in Sydney’s CBD has many “world first” features and is the brand’s largest retail space across Asia and Australasia.

Customers can use and learn about all of the Dyson products using a mix of hands-on demonstrations and immersive displays.

They will have access to items and services not available online and be the first in the world to use the Dyson Demo VR, a 1:1 video demonstration aimed at enhancing understanding of products and their benefits.

Dyson’s CEO Roland Krueger said he hoped the new store would help Australian consumers get to know the brand’s technology better, adding it was the ultimate “try-before-you-buy” experience.

“Dyson operates more than 300 Dyson stores worldwide and our first ever Dyson Demo in Australia will add to our ambitious growth plans for the future,” he said.

“Together with Dyson’s direct online store, the new space in Sydney forms a part of our growing ambitions in direct-to-consumer retail, providing consumers with opportunities to discover the Dyson technology through both the virtual and physical world.”

Dyson Beauty Lab

One of the most impressive features is the store’s fully functioning hair salon that allows customers to access a free of charge wash and blow dry/styling session through an online booking system.

The brand has three “game-changing” hair styling tools — the Supersonic hair dryer, $599, the cult favourite AirWrap hair curler, $799, and its newest, the Corrale, a cordless straightener with patented “flexible” copper plates that costs $699.

If you’ve been eyeing off one (or all) of these three tools, but are finding it hard to justify the expensive price tag, you can go into the Beauty Lab and let the Dyson team demonstrate how your hair will look using them.

It’s not just any regular employee showing you how to use the tools either. Dyson has hired professional hair stylists and trained them to use the hair gadgets, so your locks are in amazing hands.

You can also take a look at the health of your hair with a science test performed in-store by a Dyson expert using a sample of your own hair.

It magnifies hair by up to 200X to evaluate the strength, elasticity and condition of your cuticles in order to help choose a product that will help tackle your hair issues.

Healthy Home area

A fan is a must-have in most Aussie homes but the Dyson products take it to the next level, also acting as air purifiers.

Justifying $899 on the cult Pure Cool can be hard when you can’t see pesky pollutants, so Dyson has created a range of different ways to show you the invisible bugs and dust living in your home.

From ultrafine particles to potentially dangerous gases, customers can see these brought to life through virtual reality technology.

The staff on hand also have a bunch of exciting ways to show how the products behave when they come face-to-face with the pollutants at home.

Next-level vacuum wall

No Dyson store would be complete without a vacuum demonstration.

Dyson has thought of every scenario possible in order to show you which of its products is the one you need.

From textured walls that mimic blinds many of us use every day at home, to faux dog beds and every floor surface you can imagine, it’s there in the store.

Experts are on hand to create a mess too, just so you can clean it up using one of the vacuums available.

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One of the most impressive on display is the Omni-glide, $699, a vacuum designed for hard floors that can move in a multitude of directions. It also picks up chunky debris such as cereal.

Another very cool feature in-store worth mentioning is the free personalisation bar where customers can get products debossed – this includes existing Dyson items customers can take into the store.

The new Dyson Demo store opens at 10 on March 24 at 301 and 285 George Street, Sydney

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