Dyson Bal Harbour Beauty Lab @ Saks Fifth Ave

THE REQUEST:
To concept and manage end to end process for building a Dyson Beauty Lab within the Saks Fifth Ave Bal Harbour Store (Florida).
 

WHAT WAS DELIVERED:
The development of the first Beauty Lab in the Americas. The design is set up to allow two stylists at each station with a private wash basin to be able to provide a full “wet demo.” The space also includes Dyson plinths featuring either the new technology or the range (3-4 machines) to the right and just outside the shop to allow for walk up interactions. To the left a visual “solider wall” of the iconic Supersonic with attachments and the motor visible and below the display a feature for the customization and travel case. The shop also featured a Dyson purifier and vacuum for practical use but also shoppers to engage with an purpose if desired.

THE RESULTS:
After soft opening paid & booked styling appointments saw a 20-25% conversion to purchase. Additionally 10% paid appointments had rebooks. Rate of sales increased 30% within 6 months of shop open

SKILLS UTILIZED DURING THIS PROJECT:
Strategic Marketing Planning, Cross-functional team collaboration and planning, Project Management, Production/ Sourcing, 3D /2D adaptation off creative concept to prototype, logistics to produce, kit / pack and ship direct to door. Design development partnership with vendor, architect and local GC. Rollout installation management by professional install company (placement/ electrical). Unpacking and installation instructions by store visual team for graphics.