Pop-up store: Dyson launches the City Rising concept

The “Dyson Cube” sets up in the heart of three major cities in France

As part of an ambitious events tour, Dyson is offering a unique sensory experience based around its flagship products. Thanks to the Dyson Cube, visitors are invited to discover the performance and elegance of the brand’s innovations in settings inspired by everyday life: the powerful Dyson V8 cordless hoover, the Dyson Pure Hot+Cool Link air purifier and the sophisticated Dyson Supersonic hairdryer.

The Dyson Cube has been set up in iconic locations such as the Terrasse du Vieux Port in Marseille, the Parvis de la Défense and the Parvis de la Gare Saint-Lazare in Paris, and will be taking root in public spaces over the next 34 days.

Dyson unveils The Cube: an immersive journey between technology and everyday life

In a bold move, Dyson enters our living and transit spaces, transforming these areas into true sanctuaries of consumer experience. Designed as a modern home, the Dyson Cube does not simply showcase its products; it offers a complete immersion into a refined lifestyle universe, where each room tells a story and visitors can witness live professional demonstrations.

Lucky visitors to this unique experience have had the opportunity to discover the magic of the Dyson V8 cordless vacuum, enjoy pure air with the Dyson Pure Hot+Cool Link purifier, and appreciate the care provided by the Dyson Supersonic hairdryer. Each of these innovations is showcased in everyday contexts, providing an intuitive understanding of their utility and design.

The Dyson Cube does not merely appear; it asserts itself with a tour of 34 days of activities, setting up in iconic locations such as the Terrasse du Vieux Port in Marseille, the Parvis de la Défense, and the Parvis de la Gare St Lazare in Paris.

To enhance the impact of this event, a traffic generation campaign is implemented. Mobile teams roam the streets to engage with consumers, while oversized signage attracts attention. Outside the cube, a black box intrigues and engages the public, further boosting the event’s dynamics. Complementing this immersive experience, a 10 m² space is arranged in shopping malls, where continuous demonstrations of the Dyson V8 vacuums take place, ensuring a steady influx of curious onlookers to the Cube.

In this way, Dyson redefines the retail landscape, creating an authentic connection between innovation and the consumer, while inviting everyone to explore a universe where technology meets everyday life, with a touch of luxury and sophistication.