Operation Shock and Awe: using your Dyson the first time
Iain Carruthers
www.dyson.com
After the development of the cyclone, the single greatest piece of brilliance from Dyson was the transparent housing of the machine. When you first use your Dyson, you see all the shit you’ve been living in. It may well be that another new vacuum cleaner with a bag would have picked up similar amounts of stuff. But you wouldn’t have seen it, except when you emptied the bag over a dustbin, and even then your eyes would probably have been averted. (Even, now, many of the manufacturers can’t quite bring themselves to do this. My Electrolux Cyclonic has a sort of smoked grey housing. The design team is saying, “You don’t really want to look in there, do you?”) But there it is. The dust. The stray bits of fibre. The alien, indefinable items that you don’t really want to investigate. Dyson contact centre employees will excitedly tell you about the emails, letters and calls they receive on the theme of “You Wouldn’t Believe It.” The cat hair from the animal that died ten years ago. Pieces of fibre from clothing worn by the people who used to live in the house. The tearful mother as she stares at the collected dust from the bedroom of her asthmatic child.
The experience is an important step on from the old Hoover demonstrator, who would shake out soil onto the store carpet and remove it. But now this isn’t anyone else’s soil, madam, it’s yours. These are excerpts from conversations with ordinary owners during the research for this book. “Well, I filled it up from downstairs and then again from upstairs. Then another half from downstairs. I was gobsmacked.” “Jim [her husband] went around for an hour and every so often made me look at it. Look, he said, look at that stuff. He loved it, so he did.” “I rang my sister to get her to come over and see. She took one look then nicked it for a day. She didn’t want to give it back either.”
There is clearly practical advantage in cleanliness, to ward off disease and bacteria. But in cleaning our bodies and our homes, we also are symbolically renewing ourselves, making ourselves whole. If you don’t believe me, think about how you have a bath: how you prepare yourself, what you put in, how you pace or relax yourself, how you dry and anoint your body: how you feel different. And so with your carpet or floor. The initial drawing out of dirt sets a pattern of cathartic gratification. It’s the killer experience.
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