Dyson, the vacuum cleaner experts, has opened its first pop-up store in the US.
The store will remain open over the next two months at Westfield’s Old Orchard Shopping Center, Skokie.
The British manufacturer and designer of expensive vacuum cleaners and hand dryers is displaying its newest technology within the mall’s structure called The Cube, a 1300ft² glass area. The display will continue its run until April 30.
There will be engineering workshops held for children, hands-on demonstrations and interactive activities, with the first event taking place on Saturday.
This launch does not imply that Dyson intends setting up a range of retail stores in the US. The success of this pop-up will determine the launch of new ones in the future. The main reason for doing pop-ups is to allow customers to try the products and for new products to be launched. The company is in the process of setting up permanent stores within the UK and Japan.
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Mall operators are no longer leasing space for pop-ups. They are selling audience access.
Physical stores still drive most retail sales, fulfill online orders, support AI shopping, and help brands return to market.
