When it comes to convincing new customers of its innovative products, the household appliance chain Dyson likes to rely on a simple but effective concept: it invites the curious to try out the new innovations for themselves. This was also the case at the Westfield Donau Zentrum in Vienna. In May 2019, the British company set up a stand in the popular promotion area on the Arena Plaza. The open, light-flooded area directly under the glass dome, the mall’s trademark, is one of the busiest meeting points in the centre and is therefore in high demand for unique promotions.

This is where the brand known for its useful tech tools also presented its extensive product portfolio. The range included many daily essentials, from the trademark “Vacuum Cleaner V11” – the hoover that does not need a bag – to the multifunctional hair styler “Air Wrap” and the stylish designed air purifier and humidifier “Pure Humidify + Cool”. The interactive event in the Vienna Mall gave interested visitors the opportunity to become familiar with the products and see the benefits for themselves.

Customised brand staging at a popular location

With its colourful visitor mix of locals and capital city tourists, the Westfield Donau Zentrum has already proven to be a top destination for unforgettable brand presentations. For example, the technology company Samsung benefited from the unique atmosphere during the presentation of its latest smartphone. Visitors come to the modern centre to be inspired by the latest trends and have plenty of time to spend there. The chic ambience with its industrial look, the multitude of different digital and analogue advertising media and the spacious event areas leave nothing to the imagination when it comes to creative product presentations.