Dyson puts its tech prowess on display at its newest 'demo' store

The brand opened its fifth U.S. location. Designed by James Dyson, the format is engineered to encourage visitors to pick up, test and experienced Dyson products hands-on. Each space is focused on education and experience, with Dyson experts available to demonstrate and/or explain each item — in-person or via live video chat.

The location includes a dedicated space offering appointments for professional hair styling, including blow-outs. Five styling stations and one wash basin are featured. The stylists utilize Dyson's hair-styling tools. Customers can customize select purchases via complimentary debossing of initials.

The store also puts Dyson's latest cord-free vacuuming technology through its paces, with different types of debris and dust spread across three different floor types. Visitors can also learn about local air quality and how to manage the pollution within their homes. Dyson's full line of air treatment products is on display and brought to life with Dyson-engineered demonstrations.

Dyson has recreated its store experience online. Customers can also learn about the brand technologies through a fully interactive, virtual tour of the company's London, Los Angeles, Paris and Guangzhou stores. Augmented reality filters are available to simulate the at-home experience of a Dyson product and experts are available for live video demonstrations of any Dyson machine or styling tool.

Dyson puts its tech prowess on display at its newest 'demo' store