British technology giant Dyson is trying their hand at temporary retail with their first U.S. pop up. The store, which opened this Monday at Westfield Old Orchard, showcases Dyson’s newest offerings including their latest line of luxury vacuums.
Located inside the mall’s 1,300-square-foot glass structure known as The Cube, the shop will host a variety of events including in-store demonstrations and engineering workshops for children. The first store of its kind for Dyson, the pop up provides an excellent opportunity to engage customers as well as display new products.
According to Ed Culley, president of Dyson U.S., the Westfield pop up is the ideal format in which to gain consumer feedback on their newest technologies:
“We are overhauling our entire range of vacuum cleaners, [The pop-up]…is giving us a really good opportunity to spend quality time with consumers and see how they react to those new products.”
With pop ups at Westfield now ranging from technology giants to boutique brick-and-mortars, it’s clear that short-term retail benefits both big and small retailers alike.
Expand your customer base while avoiding a long-term lease and pop up with Westfield today.