Brand storeDyson
Concept
In our collaboration with Dyson, we have created a shopping experience that goes beyond aesthetics. This is not a showroom – this is a sensory choreography in which every element is designed to excite the brain and touch the heart.
Black as the canvas. Color as the protagonist.
The space is deep black, a deliberate choice. Not as a background, but as a stage, backdrop. On this, the Dyson products shine in all their color and form. The contrast effect is no coincidence, but a neuropsychological principle: color on black increases attention, activates the visual brain and makes products memorable.
The art of balance.
Too many stimuli overwhelm, too little boredom. The Dyson store hits the sweet spot: a carefully curated selection of products, cleverly arranged and visually highlighted. This creates an environment where brand experience, product visibility and conversion reinforce each other.
A store that feels like an experience.
This concept is built on insights from neuropsychology, retail strategy and artistic design. The result? A space that not only sells, but wonders. Where technology meets emotion. And where the customer not only buys, but remembers.
Location
The location is a central location in Mall of the Netherlands, across from the Starbucks. A high-traffic ocation is good for Dyson: lots of traffic leads to lots of demos. And ultimately 70% of demos lead to a sale, whether instore or online.
Space
Making the most of the space for the sales process meant having as open a facade as possible. This was achieved by a very wide folding curtain that slides away into 2 garages on either side. We created a floor for office, canteen and storage. Below that floor is the demo area and a large window to the mall.
Design process
We went through the design process in 3 steps:
Sketch design and Bubble plan: after the briefing we translated the sketch into a first design (bubble plan) with specific questions for solutions. Meanwhile, with the measured 3d model we could
Preliminary design: with the feedback, we incorporated the design into the 3d model and offered it as a concept anagain, with 2 rounds of tuning in the design made final.
Defintive design, permit set and tender set: after completion of the design, where all design choices were made and we determined the layout and arrangement, the Defintive design was prepared. Based on the DO, the permit was applied for and a tender set was drawn.
Project Management
NewArmstrong created the design for this store and compiled a technical file for the permit and tender, including the technical installations.
We supported the client in selecting the anannemers and preparing for implementation.
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Justus Slaakweg
Leidsevaartweg 1
2106 NA Heemstede
+31 88 007 2600