On Wednesday, Dyson opened its first ‘Beauty Lab’ in Australia, where customers can book hair styling appointments, drink prosecco and try out and buy the company’s extremely popular hair products.

Located in Sydney’s Queen Victoria Building, the store marks a shift from the wholesale and e-commerce channels the company has traditionally relied on. While Dyson has previously held pop-ups, the Beauty Lab marks its first permanent bricks-and-mortar location in the country.

The Beauty Lab concept is focused on educating customers and providing a luxury experience.

“Dyson is continually disrupting the styling industry and its Beauty Lab is no exception,” said Joey Scandizzo, Dyson styling ambassador.

“It’s exciting to be part of the journey to create amazing styles and educate people on how to help prevent extreme heat damage by using game-changing Dyson styling technologies.”

The store features two products – Dyson’s Supersonic hair dryer and Airwrap styler – which took two years and almost £100 million ($179 million) to develop, the company said.

The styling tools have been extremely popular in a product category that had not seen much innovation for decades, and are only now back in stock after having sold out.

Customers can make appointments to have their hair styled by an expert at the Beauty Lab. For $50, they receive a complimentary beverage including prosecco, a hair consultation by a Dyson styling expert, a luxury hair wash with treatments and a head massage.

The session is free for those who purchase a Dyson hair dryer or styler. Buyers will also buy receive a free gift (choosing from a brush kit, Supersonic stand or a woven bag).

The launch of the Beauty Lab comes after the company added a second call centre in Australia last year, in what it said was a significant commitment to its presence here.