A new Demo Store for a full sensorial experience of the Dyson renowned mythic technology has been open in the Italian fashion capital’s Piazza Gae Aulenti.
With the opening of this latest Dyson Demo Store there are now six Dyson stores in Italy. The Piazza Gae Aulenti store in Milan does, however, have a very special innovation, as personal care products can be experienced there. The first of its kind in Italy, it represents not only a point of sale, but a place where experiences can be had, in more than 180 square metres of space dedicated to Dyson technology.
The Beauty Lab, which is an actual beauty salon, is a reserved space that spreads out to the rear area of the store and is equipped with two styling stations. Here visitors can meet with Dyson Hair Stylists who, depending on the characteristics of the client’s hair and individual needs, provide a personalised consultation and a styling service, performed thanks to Dyson Personal Care technologies.
Each of the beauty technologies has a dedicated ad hoc space to explain the features and enable the consumer to better understand his or her own hair type and the look they would like to wear. Soon it will be possible to build one’s own made-to-measure Dyson Airwrap, selecting the accessories best-suited to one’s needs and choosing between 40 and 30mm cones, the delicate or strong smoothing brush, or the round volumizing one, the long cones designed for extra-long locks or narrow brushes for taming quiff and shorter hair.
As James Dyson says “Development of new technologies, that were designed to solve problems previously ignored, needs to be explained. Dyson Demo Store give us the chance to tell our customers what we really mean by Air Quality, show them how our products have been designed, using technology to solve everyday problems of most of the people.”
But that is not all! there are special services dedicated to the Dyson’s owner: and most importantly the chance to book a customized appointment in a Beauty Lab using the service on www.dyson.it in the Personal Care page.
In addition, customers can create a calendar of workshops and themed activities that, in compliance with safety standards, will animate the store over the months to involve and educate consumers on different issues, from well-being to home care, from air quality to hair health.
