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 Beaugrenelle Atrium came with a specific set of requirements. One key condition was that the piece on display had to be sufficiently artistic, without conveying an overly commercial message. Another constraint — this time imposed by Dyson for budgetary reasons — was to limit the creation to printed banners.

(The project was ultimately cancelled at the last minute, as it could not be approved in time by the prefecture during the Paris 2024 Olympic Games period.)

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