opening store

Dyson Demo Store: high-tech in Amsterdam landmark storefront


The first Dutch Dyson Demo Store has opened in Amsterdam on Koningsplein on Thursday, Oct. 27. A store where customers can try products, get advice and learn to understand the advanced technology. A store where experience is central, the store as a brand experience.

Claessens Erdmann joined forces with the English firm Corporate Architecture, Dyson's international general architect. As local architects, we translated Dyson's design standards to the Dutch market and the dedicated premises on Koningsplein. We were committed from an early stage to ensure that Dyson's explicit wishes were in line with local laws and regulations and could fit into this special building. A challenging puzzle.

The 125 m2 store is located in the historic Koningsplein building in the center of the capital. The original premises have been restored to their former glory. During several renovations they are connected and equipped with a new facade. Based on photos from the beginning of the last century, the former small scale has been brought back.

It makes for a special contrast: when you step into this historic storefront, you are introduced to Dyson's latest technological gadgets. Hair dryers, lighting, vacuum cleaners can be tried out. Digital monitors introduce you to the technology behind these devices. In the Beauty Lab on the second floor, you are in a salon with stylists who will try the products on you and show you in person.

Our Architectural Services team specialises in translating international brands and concepts to the Dutch market. Want to know more about our work for Dyson or other Architectural Services projects? Please contact Bart van Ham or Wouter Hoevers








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