Innovation and Immersive Experience Serving the Retail Sector
Dyson aimed to make a lasting impression by showcasing the performance and elegance of its flagship products to the general public. The challenge: to create a differentiating sensory experience that would bring Dyson technology to life through everyday scenarios. To achieve this ambitious goal, the brand designed a large-scale event tour: The Dyson Cube.
The Dyson Cube: A Technological Showcase in the Heart of the Cities
Set up in iconic locations such as the Terrasse du Vieux Port in Marseille, La Défense esplanade, and Saint-Lazare station in Paris, the Dyson Cube offered the public a truly immersive journey. Over the course of 34 days of activations, visitors were invited to discover and test the brand’s most iconic products: the Dyson V8 cordless vacuum, the Dyson Pure Hot+Cool Link air purifier, and the Dyson Supersonic hair dryer.
To amplify its impact, a comprehensive traffic-generation campaign was deployed: mobile street marketing teams, standout signage, and an intriguing black box outside the Cube designed to spark curiosity and engagement.
A Customer Experience that Redefines Retail
At the same time, a dedicated 10 m² space was set up within shopping centres to host continuous demonstrations, ensuring a steady flow of visitors to the Cube. Each interaction gave consumers the opportunity to test, understand, and appreciate the added value of Dyson’s innovations in real-life contexts.
This tour enabled Dyson to build an authentic connection between technological innovation and the consumer, while reaffirming its premium positioning. More than a temporary installation, the Dyson Cube established itself as a differentiating brand experience, where technology meets everyday life with luxury and sophistication.
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100%
brand recall rate
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x4,2
purchase intent
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91%
recommendation rate
