Whenever Dyson launches a new product, you can always guarantee that at the heart of it lies two essential prerequisites, design and innovation. It is something which is synonymous with the brand, ever since its first vacuum cleaner prototype back in 1979.
We were approached by one of the world’s largest design manufacturing pioneers to assist it in the launch of its expanding Dyson Hair Care line-up. The ultimate endgame was for delegates to enjoy a more interactive experience.
At previous events, the format had been a 1-on-1 hair stylist interaction, with a fixed mirror allowing visitors to style their own hair with Dyson product. This had proved a runaway success, but as we know, the forward-thinking technological company doesn’t rest on its laurels. Dyson wanted to adapt this current approach by infusing it with fresh, new experiences.
The solution also had to integrate with an existing physical framework design that had previously been used for such launches and events. Our mission was to create a set-up that would precisely slot in with the dimensions and limitations of the available space. Relatively simple assembly was also required for use at multiple locations.
We cooked up the concept of what would later be referred to as a ‘Styling Station” application, one that would also utilise a mirrored screen in place of a fixed mirror.
This enabled delegates to achieve a self-guided diagnosis via our built app, to view the hair styles best suited to their hair. From there, they could view the required Dyson products and attachments needed to achieve their style.
The smart element of this install and solution was the Dyson-branded ‘How To’ videos that displayed in the top right-hand corner of the mirrored screen. This enabled users to simultaneously focus on their own reflection in the mirror and self-style with Dyson products while viewing video instructions.
The outcome? A very slick integration of technology into the existing infrastructure. Not only did this provide a more consistent overall user experience, but also use of QR codes and social media hashtags provided Dyson with the ability to track interaction levels and widen reach of the experience to others. Team Dyson’s initial feedback was overwhelmingly positive. Now, multiple markets are looking to use the solution in new sectors – including the possibility of retail.