Dyson launches experiential pop-up at Bluewater
Dyson has opened an experiential pop-up at Kent’s Bluewater shopping centre as it looks to showcase its latest technology.
Situated on the Lower Guildhall, the pop-up features Dyson’s new V6 cordless vacuum cleaner range, which is the brand’s first range of cordless vacuum cleaners with the same performance as a mains powered vacuum cleaner.
The pop-up consists of a home-themed trial area, with four spaces from the home: a kitchen, living room, children’s room and garage. Each element has been built to allow Bluewater shoppers to test the new Dyson products in a typical home environment. The home-themed spaces include different types of flooring and furniture props to demonstrate the different features of the V6 range.
The space also features an Instagram printer and iPad station to encourage shoppers to enter a social media competition to win one of the V6 range using the hashtag #V6Roadshow.
Dyson’s Candice Williams said: “We want people to get their hands on Dyson technology and see the benefits for themselves. The space is based around our drive to get people to test, try and explore our technology. Seeing is believing.”
Other brands to run innovative pop-ups at Bluewater in the last 12 months include Tesla, Volvo and the Science Museum.
Sharon Smith, Bluewater’s commercial partnerships manager, said: “Dyson adds something unique and highly interactive to the guest experience at Bluewater, with the in-mall experiential pop-up bringing to life the Dyson V6 range with a real sense of theatre. Already proving a hit with guests, this type of pop-up is typical of our approach of providing something surprising and memorable for guests on every visit to Bluewater.
“This activity also highlights once again Bluewater’s position as the first choice for brands seeking to create something quite unique.”
The pop-up will run until 21 May.
