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Reinventing the existing to innovate home cleaning (also with AI): James Dyson's recipe

5 September 2025

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BERLIN - He arrived at the Demo Store in Berlin, where the presentation of new products to the press was organised, at the wheel of a vintage Mini. James Dyson did not deny his "aura" as a character and on the stage of the sales area just a few steps away from the Kaiser Whilem Gedachtniskirch, the evangelical church from the end of the 19th century half-destroyed during the Second World War, he entertained the public by "playing" with his latest tech creatures dedicated to the home and also indulged in a funny little joke with the hair stylist who was trying to style the hair of a blonde model. Following in the footsteps of the Mini's creator, Sir Alex Issigonis, Dyson too sees the combination of design, technology and advanced research as indispensable elements in innovation, and tried to demonstrate this by recounting the engineering philosophy of the appliances that the British company showed as a preview in Berlin and which are ready to land on the Italian market. "The development of new motors, heating systems and aerodynamic solutions," recalled the 78-year-old British entrepreneur, citing products that have become iconic such as the cordless hoover and the bladeless fan, "has allowed us to radically change the format of our appliances while maintaining high performance. Here in Berlin we are presenting new technological formats together with redesigned products'.

PencilVac, the hoover with a 28 millimetre diameter motor

The business card leaves no doubt: the thinnest hoover in the world. The PencilVac's main asset is its extreme manageability, which derives from the diameter of the tube containing the motor (based on proprietary Hyperdymium technology and capable of 140,000 revolutions per minute) and electronic circuits of just 38 mm and the consequent ease of moving the appliance sideways and under low furniture. Completing the product's talents are also the green laser light on two sides, connectivity with the dedicated MyDyson app, the hygienic syringe emptying mechanism to eliminate dirt in the basket and the new linear dust separation and compaction system that contributes to a five-fold increase in dirt collection capacity compared to the nominal capacity of 0.08 litres. Also joining the list of new entries is the V16 Piston Animal series, a wet/dry hoover powered by the new generation 900 W Hyperdymium motor, which provides up to 315 AirWatts of constant suction to remove stubborn dust and debris. Its strong point, apart from the brush that automatically adjusts the speed of the roller according to the type of floor and surface? Jason Dyson himself gave the answer: 'It is the first product to integrate Dynamic Cyclones, five additional cyclones that activate in boost mode for greater suction power.

Cordless hoover becomes more powerful and less energy-intensive

The Dyson V8 Cyclone is the next generation of the well-known Dyson V8 family of wireless vacuum cleaners, which in 2016 effectively transformed the way we think about floor cleaners. The novelty of the new appliance is a 30% increase in suction power (up to 150 AW) and a 50% increase in working autonomy, which has been increased to the linite of 60 minutes, with the advantage of having an easily interchangeable battery for continuous coverage of the entire house. Also new is the power button (without trigger), while a self-emptying docking station will also be available from 2026. The compatibility of the V8 series accessories with the new model is totally assured and from the CEO himself came a sort of imprinting to the importance of the re-design factor, extended also to the Cool CF1 bladeless fan, now connected to the MyDyson platform: "we have radically reinvented the format of the hoover and the way to use it," Dyson underlined, "moving the motor and battery into the hands of the user and we have been copied by most of our competitors. We have now developed the next generation of this successful format, incorporating our latest technologies, including the self-emptying base".

Clean+Wash Hygiene, the filterless scrubber to eliminate bacteria

Its peculiarity, compared to traditional scrubber-dryers based on filters prone to clogging and bacterial proliferation, is a system that completely isolates dirt and dirty water inside the cleaning brush, thus preventing the accumulation of bacteria in the pipes and the risk of clogging the filters (and consequent loss of suction capacity) and ensuring that only clean water comes into contact with the floors. The 'secret' of the Dyson Clean+Wash Hygiene is in fact a new ultra-absorbent microfibre roller, with a density of 84,000 microfibres per cm² (30% more than the previous generation) and integrated nylon bristles to improve stain removal, which promises to pick up more dirt with each pass without affecting the usability of a machine that weighs no more than 3.7 kg.

Stop stains with intelligent, adaptive robot

Could a new AI-powered robot hoover have been missing from the Dyson collection? Certainly not, and this is confirmed by the arrival on the market of the Spot+Scrub Ai, a device that harnesses sensor and algorithm technology to detect and monitor stains more precisely (via a 'before and after' image processing tool that verifies the actual removal of dirt and the MyDyson app through which targeted interventions can be requested) and give the user adaptive cleaning behaviour. The machine's basic equipment includes an AI-powered camera and a green LED lighting system, and the stated plus is the ability to recognise around 200 types of objects (including cables and socks) and clean around them thoroughly. It has an advanced stain detection system, going over stubborn stains several times until they are completely removed. In presenting it, Dyson recalled how the first example of a robot hoover dates back to 2001 and how since then engineers have continued to refine the vision technology to arrive at the current result, namely that of a 'determined, intelligent and adaptive machine'.

The most efficient compact and ultra-quiet purifier ever

Dyson HushJet Purifier Compact has in its name what are in essence its main credentials (such as the extremely compact format and the new generation nozzle) and presents itself with the boast of a product capable of guaranteeing complete purification of the environment while substantially silencing the outgoing air flow. To do this, an evolution of the proprietary Air Multiplier technology comes into play and the final result is noise levels that are decidedly lower than average: we are talking about 44 dB at maximum power (against the 60 dB of various competitor products), which even drop to 24 dB in night mode). This merit, that of being a particularly silent appliance, was also emphasised by Dyson on stage, once again touching on the importance of innovating starting from an existing product: "we have reinvented the compact purifier, creating our most efficient small-format machine ever, capable of capturing 99.97% of pollutants down to 0.3 microns".