Dyson technology is defined by difference. Our ideas buck the conventions of every product category we choose to enter. And this gives Dyson marketing teams the chance to show the world how our machines work in ways that are just as unconventional.
The launch of our DC12 vacuum cleaner was the perfect opportunity. Designed specifically for the Japanese market, Dyson engineers had worked to concentrate our cyclone technology – building a compact vacuum for smaller living spaces.
But the machine hadn't simply been shrunk to fit in tight cupboards – every element of the design had been re-engineered to maintain the performance you would expect from a full-size vacuum. The goal was to wow the people of Tokyo with this achievement.
Our in-house events and exhibitions team got to work. Displays were housed in three main structures: conical, spherical and cubed, representing the three basic forms of design.
The central focus was a specially-built velodrome to demonstrate the forces and principles behind cyclonic separation. Designed and built by Dyson engineers using a plywood prototype and an old BMX bicycle, the final structure was fabricated from three quarters of a tonne of polycarbonate, 2 tonnes of plywood, 1 km of wire and 6,000 screws.
In action, cyclists reached speeds of up to 60 rpm, experiencing a G-force of 1.2. At this velocity, they had no real sight or perception of sound – but this was nothing compared to the 150,000 G at which a Dyson cyclone spins particles of dust.
The launch featured three days of press interviews, a children's workshop and a book signing with James Dyson. For the 4,000 guests, the display brought Dyson technology to life in a compelling way that demanded to be talked about. In other words, job done.