British household appliance brand Dyson has launched its first flagship store in South Korea. 

Located at IFC Mall, the Dyson Demo store spans 323sqm, offering a selection of its home appliances and services. The store design features black as its central colour theme, with white neon light highlights. Digital screens are displayed around the store, showcasing the brand’s latest products. 

“We want to offer a place where people can explore, test and try Dyson’s full lineup of technology, get advice and support on everything from their first demo store in South Korea,” said Tomas Centeno, MD of Dyson South Korea. “The demo store will offer the ultimate Dyson experience of our full products and services under one roof to choose the right product for you.”

Dyson IFC Mall is the first flagship store to be directly run by the brand since entering the country in 2018. 

“Koreans are nimble in their approach to tech. Not only do they have high interest, but are also quick to evaluate new products,” Centeno added. “We will continue to introduce new products, which have never existed before, based on our deep understanding of Korea.”