Sucks to you

James Dyson and his vacuum cleaners have developed a corporate image of great British quirkiness and individuality. But even as his company's latest venture – a showroom in Paris – opens, it seems that his driving force is substance, rather than style.

This is premium content

Only logged in subscribers have access to it.

Login or Subscribe to view this story

Existing subscriber? LOGIN or

Subscribe for unlimited access to:

  • Up to the minute architecture news from around the UK
  • Reviews of the latest buildings from all corners of the world
  • Our monthly digital edition including stunning photos, building and technical studies
  • Full access to all our online archives
  • PLUS you will receive a print copy of WA100 when it is published in January

Alternatively REGISTER for free access on selected stories and sign up for email alerts