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James Dyson

SGLA brought Dyson into the US market, establishing the brand as the most innovative and sought after manufacturer of high-end vacuum cleaners. Over the course of 10 years, SGLA transformed James Dyson, a relative unknown in the US market at the time, into an iconic designer. We organized a media tour where Dyson spoke at museums and design schools across the country, and both he and his products were featured in print publications and on television. SGLA positioned Dyson vacuum cleaners as so unique that they debuted in Barney’s windows on Madison Avenue as design objects, and Dyson became such a familiar household name that he was parodied in a Saturday Night Live skit.