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.