Dyson is opening its first South Florida doors.

On Friday, the brand unveils its Dyson Beauty Lab at Saks Fifth Avenue Bal Harbour, a shop-in-shop concept that marks the brand’s first Beauty Lab in partnership with Saks, a longtime retail partner of the brand.  

“For us, experience is essential,” said Jordan Saxemard, senior vp of promoting at Dyson Americas. “Miami is a crucial, vibrant market, and the Saks shop offers customers there the chance to experience the transformative properties of our technology firsthand.” 

On the lab, which is supplied with a hair-washing basin and two styling stations, consumers will give you the chance to buy Dyson’s full range of hair care technology, have their hair styled by Dyson stylists using the Airwrap Multi-styler, Corrale Straightener or Supersonic Hair Dryer and partake in free one-on-one product demonstrations, which don’t require an appointment. 

Available for booking on the Dyson and Saks web sites, hairstyling appointments cost $50, and are free for purchasers who make a purchase order costing $299 or more on the time of their visit. 

“We wish to ensure that we grow our brick-and-mortar footprint; it’s not nearly activating and growing the net piece of the business — although that’s extremely essential — but in addition ensuring we’ve got the suitable retail concepts in place,”  Saxemard said. 

Having garnered tremendous momentum on social media over the past 12 months, largely spurred by organic, user-generated content (despite the brand not having its own TikTok account, the #Dyson hashtag on the platform boasts 2.7 billion views and counting, with the Airwrap and other Dyson hair tools being the topic of most videos), Dyson maintains the importance of forging meaningful in-person experiences for consumers. 

To this point, Dyson has opened Demo Stores and Beauty Labs in Latest York, San Francisco, Toronto, London, Milan, Tokyo, Moscow, Paris and other cities globally. 

In August, the brand opened its first Demo Store Owner Center in Dallas, Texas, which, just like the Beauty Labs and Demo Stores, allows consumers to experience the brand’s hair care technology up close, and likewise offers a walk-in service bar and a team of dedicated Dyson Experts providing technical support and suggestions for visitors. 

“We take a look at where our owners — that’s what we call our customers: our owners — are and where our future owners are, so we consistently evaluate where the following pocket of growth is for us,” said Saxemard, adding that more brick-and-mortar salons in partnership with Saks are on the horizon.