This is the UK’s first Dyson Demo, situated on London’s busy Oxford Street. The concept store, conceived by Sir James Dyson and WilkinsonEyre is the just the start of a growing number of Demo spaces planned for other major cities around the world, including New York and San Francisco.
WilkinsonEyre contributed to the store’s conceptual development and worked on the space layout, entrance façade and, with Atelier One, added a dramatic backlit white glass feature staircase.
The Demo entrance is a double height space with the upper floor set back, with a mezzanine incorporating a glazed balustrade balanced on a sharp chamfered soffit, to allow visual connections to Oxford Street and Selfridges.
The two shop floors are linked by a special glass stair, in backlit white glass which glows in the darkened space, providing a cinematic experience. This leads visitors to the upper floor mezzanine, where sketches are printed onto the surrounding walls demonstrating the importance of design.
On both floors, a continuous line of video screens along the walls show exciting films and images of Dyson products, immersing visitors in the experience and uplifting them beyond the everyday. To contribute to the overall experience, the Demo offers a purified air environment on one of London’s most polluted streets.

The Dyson Demo offers a unique gallery-like experience where products are displayed on plinths like artworks, while technical information is communicated on video walls. The design of the space offers an experience that goes beyond product display, and celebrates the design, engineering and innovation of Dyson products.
The space provides an experience that is much more than a shop, it is a destination where visitors can test various products and explore the way they work. It gives visitors a chance to interact with the latest technology, explore what goes on in the top-secret engineering labs, receive advice on how to get the best from their products, and even enjoy a treatment in the Dyson Hair salon upstairs.
The Demo is engineered to encourage people to pick-up, test and experience Dyson’s technology. Allowing customers to understand each products’ engineering, bringing the inner workings of the projects to life inside this interactive environment.
WilkinsonEyre’s long term tradition of working closely with James Dyson and his team has allowed us to design a space that truly reflects the values and ethos of the company. From the DC01 production line in Chippenham, the Dyson Malmesbury Campus, the 1999 Paris Showroom, and now Dyson Demo on Oxford Street; we have continuously strived to design architecture that reflects this world famous brand.