Dyson and Eurostar launch immersive brand experiences at Bluewater
The Bluewater shopping destination has seen the launch of immersive brand experiences by technology company Dyson and international train operator Eurostar.
Dyson has created a pop-up at Bluewater for a six-month period until January 2017. Situated on the lower Guildhall, the 430 square foot open concept store features engagement zones called Healthy Home, Allergy and Transform Cleaning. Visitors will also be able to test the new Dyson hairdryer.
Meanwhile, Eurostar has created ‘The Eurostar Experience’, an interactive installation promoting its new fleet of trains and destinations. Brand experience agency Hyperactive created and produced the virtual reality installation for Eurostar, which is situated on the lower Rose Gallery.
Guests are able to experience Eurostar’s new e320 trains within a real train interior and can immerse themselves in some of Eurostar’s destinations including Paris, Lyon and Marseille through 360° virtual reality using the latest Samsung technology. The experience also offers visitors tickets to Paris, Brussels and Lille as well as the chance to win a Eurostar trip through an Instagram competition.
Sharon Smith, commercial partnerships manager at Bluewater, said: “We are delighted to welcome such high profile brands to Bluewater, with both Dyson and Eurostar providing our guests with surprising and memorable experiences. The focus for Dyson and Eurostar has been creating engaging experiences, allowing Bluewater’s guests to immerse themselves in the respective brands.
“It is also a great endorsement of Bluewater that these experiences are one-of-a-kind, being only available in the UK at Bluewater.”
Bluewater has also welcomed the London based initiative Ice Cream Entrepreneurs which works to provide 18-24 year olds with employability skills, experiences and opportunities. The team has installed a traditional Rolls Royce Phantom 2, which serves Wall’s ice cream to visitors. The concept is the company’s first activation outside of London and in a shopping centre.
