Dyson Beijng Livat, the Store that’s New but which Feels Familiar
You don’t need a terribly long memory to recall the opening of the first Dyson Demo store. It was in London, on Oxford Street, and the ribbon was cut in mid-2016. Fast forward five years and it’s becoming increasingly difficult to visit a major city and not come across one of these stores in which there are no cash-taking points and where if you want to see one of the Dyson machines in action, just ask.
The latest branch will have its grand opening on February 12th in the Livat shopping centre in Beijing. This one ticks all of the Dyson boxes, with a dark interior leavened by light boxes on the perimeter walls featuring images of the brand’s various devices and exploded diagrams showing how the things are, in theory at least, put together. The mid-shop is about product being treated as museum exhibit, except that unlike a gallery you can touch and feel the articles on display, as well as learning about them from the well-informed staff.
In five years the Demo store format has become a well-worn (and presumably successful) iteration of how to go about creating an entirely new look for a familiar category and then making it travel around the planet.
Dyson knows its stuff.