Dyson – Shop-in-Shop Program at 24 Best Buy Locations.
When Dyson wanted experiences that matched the brand’s cutting-edge innovation, they turned to Kubik to design, build, and scale immersive shop-in-shop spaces across 24 Best Buy locations. The result? A retail activation celebrated as “Best In‑Store Experience” at the Best Buy Awards in Las Vegas—and a blueprint for experiential retail at scale.
Setting the Stage for Innovation
Dyson’s mission is to revolutionize everyday appliances through world-class engineering and design. Their challenge was to bring this vision to life inside Best Buy stores—in compact, adaptable storefront environments that not only showcased aspirational products (vacuum systems, hair-care tools, air treatment devices), but also offered hands-on discovery and expert consultation.
Kubik’s Scaled Retail Solution.
Modular, Scalable Shop-in-Shop Footprints
To bring consistency across locations while preserving in-store flexibility, Kubik developed a series of modular display zones ranging from 40 sq ft to 400 sq ft. Each version featured sleek product walls, interactive demo islands, and expert staff stations — all optimized for seamless installation in Best Buy’s high-traffic environments.
Interactive Demo Ecosystems
Central to each space was an experiential demo area—whether live vacuum showcases, hair-care trials, or air-purifier displays. These “try-it” zones put Dyson’s technology in customers’ hands and punctuated the brand’s science-forward approach.
Expert Engagement
On weekends, Dyson Experts staffed each shop to demo products, answer questions, and guide personal consultations—helping shoppers feel confident before purchase.
Built For Scale and Repeatability
Kubik’s turnkey program included prototyping, fabrication, logistics, and installation. The modular systems—a blend of customizable panels, branded fixtures, and tech infrastructure—were engineered for rapid deployment and efficient nationwide rollout.
Key Story Elements.
- Multi-store modular rollout: 24 Best Buy locations, multiple configurations
- Hands-on innovation: Demo zones spotlighted Dyson’s tech and performance
- Staffed expertise: Trained specialists elevated shopper trust and satisfaction
- Turnkey execution: From prototyping through install—scale with speed
- Industry recognition: Earned top retail design award from Best Buy itself
Real Results, Measured in Awards—and Engagement.
- Dyson’s shop-in-shop activation earned “Best In‑Store Experience” at the Best Buy Awards in Las Vegas—acknowledgment of excellence across appearance, function, and shopper impact.
- Customers experienced Dyson tech firsthand through live trials, with in-store Experts on hand to fuel education and confidence.
- The program elevated Dyson’s brand visibility, building shareable product moments and reaffirming the power of experiential retail.
Best In-Store Experience