James Dyson's Dyson vacuum cleaner is a celebrated example of modern industrial design on display in nearly a dozen museums around the world. So it's no surprise that the British inventor would choose the Design Exchange for the media launch of the Dyson line of vacuums in Canada. The Design Exchange is, after all, Canada's leading design museum. But Kristin Gower, Dyson Canada's marketing manager, says the facility had more to recommend it than its function as a depository for objects of historical value. "We looked everywhere for a venue that was a blank canvas, which we could manipulate according to our vision—and the Design Exchange was ideal. We were able to create an environment on the main floor that was purely Dyson."Working with Maverick Communications, Gower used black curtains to form a number of separate displays. One display featured a backdrop of protruding yellow cones attached to a curved black wall. The cones represent the "cyclone" technology for which Dyson is famous. A sheet of glass resting on the cones at the base of the backdrop served as a showcase for two Dyson vacuums. A flat-screen monitor mounted in front of the backdrop played a loop of Dyson commercials from around the world.
Nearby, a large, well-lit display with four levels of shelving featured about two dozen Dyson vacuums. Elsewhere, smaller displays showcased various parts of the vacuums, and included interactive computer exhibits that supplied detailed explanations of how the technology works. Finally, a series of outsized cones hung from the ceiling contained speakers that played cyclone sound effects. Dyson Canada created all the displays in-house.
Dyson employees wearing Dyson-branded T-shirts mingled with the guests and assisted them in testing the vacuums on a large grey carpet in the centre of the space. Throughout the event, caterwaiters from Butler Did It passed hors d'oeuvres from Presidential Gourmet, including rice paper veggie wraps, roast beef on brioche, roasted vegetables on brioche, and mini tuna and chicken salad open-faced sandwiches on fresh baked bread. As guests left, they were given gift bags containing, among other things, a Dyson-branded notebook and a copy James Dyson's autobiography, Against the Odds.
Nearby, a large, well-lit display with four levels of shelving featured about two dozen Dyson vacuums. Elsewhere, smaller displays showcased various parts of the vacuums, and included interactive computer exhibits that supplied detailed explanations of how the technology works. Finally, a series of outsized cones hung from the ceiling contained speakers that played cyclone sound effects. Dyson Canada created all the displays in-house.
Dyson employees wearing Dyson-branded T-shirts mingled with the guests and assisted them in testing the vacuums on a large grey carpet in the centre of the space. Throughout the event, caterwaiters from Butler Did It passed hors d'oeuvres from Presidential Gourmet, including rice paper veggie wraps, roast beef on brioche, roasted vegetables on brioche, and mini tuna and chicken salad open-faced sandwiches on fresh baked bread. As guests left, they were given gift bags containing, among other things, a Dyson-branded notebook and a copy James Dyson's autobiography, Against the Odds.
A sheet of Plexiglas resting on cones at the base of a curved backdrop served as a showcase for two Dyson vacuums during Dyson's Canadian media launch at the Design Exchange.
A large display with four levels of shelving featured about two dozen Dyson vacuums.
Outsized cones hung from the ceiling contained speakers that played cyclone sound effects.
