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Great British Design

Great British Design

Dyson offers pure air at a price

Dyson – that Great British company that backed Brexit then relocated its headquarters to Singapore – once conquered the world with bagless vacuum cleaners. How quaint they seem now. Last year, the company’s engineers turned their minds to helping (wealthy) individuals navigate environmental collapse with noise-cancelling headphones with an air purifier visor magnetically attached. “Pure audio. Pure air. Anywhere,” the advert goes. The dystopian result lies somewhere between Daft Punk and a battoulah mask. It connects to a MyDyson app and updates users on how many acidic gases and particles it has saved them from. In a world now used to medical masks, Dyson is counting on people splurging £749.99 for a fancy one. 

Photograph Dyson