Influx

Influx has written a great deal about the concept of the ‘cultural hub”. This idea is all about brands creating physical locations where cultural exchange takes place.

James Dyson, the founder and owner of the British company that’s now the US market leader for household cleaning machines, is building an interesting cultural hub.

In 2008, the Dyson Design Innovation School will open in the South West of England; it will be the first school of its kind in the UK.

Why is this smart thing to do for the Dyson brand?

1. Establishes the brand as a thought leader in the world of design innovation
2. The company can discover and nurture new talent through this school
3. They can invite other design innovators to teach and build programs and can learn from them
4. It’s permanent and enduring