Dyson runs innovative experiential in-mall pop-up at Bluewater
Friday May 15, 2015 at 12:53pm
Dyson has opened an industry first in-mall experiential pop-up on the Lower Guildhall at Bluewater, Europe’s leading retail and leisure destination. Launched on May 8th and at Bluewater until 21st May, the pop-up showcases Dyson’s new V6 cordless vacuum cleaner range, the first range of cordless vacuum cleaners with the same performance as a mains powered vacuum cleaner. The focus of the Bluewater in-mall experiential pop-up will be to showcase Dyson’s innovative technology in a hands-on environment where testing is encouraged. The pop-up consists of a home-themed trial area, with a kitchen, living room, children’s room and garage. Each element has been built to allow Bluewater’s guests to test the new Dyson products in a typical home environment with different types of flooring and related furniture props. The pop-up also has an Instagram printer and iPad station, installed for guests to quickly and easily engage with a social media competition to win one of the V6 range using the hashtag #V6Roadshow. Sharon Smith, Bluewater’s Commercial Partnerships Manager, says: “Dyson adds something unique and highly interactive to the guest experience at Bluewater, with the in-mall experiential pop-up bringing to life the Dyson V6 range with a real sense of theatre. This type of pop-up is typical of our approach of providing something surprising and memorable for guests on every visit to Bluewater.” Candice Williams, GB account marketing manager at Dyson, adds: “We want people to get their hands on Dyson technology and see the benefits for themselves. The space is based around our drive to get people to test, try and explore our technology. Seeing is believing.” Dyson is the latest brand to join a series of innovative pop-ups to appear at Bluewater and follows Tesla, Volvo and the Science Museum in creating highly successful brand experiences at Bluewater in the last 12 months.