Dyson

To mark the launch of Dyson’s revolutionary new technology — the first hair straightener without heated plates — DOOH and OOH campaigns were rolled out across several shopping centres. For this campaign, Dyson secured a prime location in the Beaugrenelle shopping centre: the Atrium.

The Atrium at Beaugrenelle was subject to a specific set of requirements. One of the key conditions was that the piece on display had to be sufficiently artistic, while avoiding an overly commercial message. Another constraint, this time from Dyson due to budget considerations, was to limit the installation to printed banners only. (This project was cancelled at the last minute, as it couldn’t be approved in time by the local authorities during the Paris 2024 Olympic Games period.)

Dyson

Art direction, Print