The Cyclone V10 vacuum cleaner was announced a couple of months ago, but local marketing efforts have kicked into gear with a pop-up demonstration centre opening for a few days at the QV centre in Melbourne's CBD.

The $999 Cyclone V10 Absolute+ is "a pretty significant milestone", according to Dyson senior fluid dynamics engineer Johannes Verzijl, as it provides equivalent suction to a full-size corded vacuum, 60 minutes of "fade free" use, and a 40% bigger bin than its predecessor, the V8.

This means it provides cordless convenience for people who prefer to vacuum right through the house in one go. Indeed, Dyson has announced that it has ceased development of corded models.

According to Verzijl, the new battery chemistry developed by Dyson meant another cell could be added without increasing the battery weight, as well as allowing faster charging.

The 60 minutes per charge figure is based on the use of non-motorised cleaning heads. With a motorised head, the V10 lasts up to 30 minutes on the lowest suction setting.

Dyson's latest digital motor is 20% smaller than the one used in the V8. It incorporates sensors to allow automatic adjustment for changes in atmospheric pressure, a casing made from 60% tempered glass (for a high strength to weight ratio), a ceramic input shaft (a steel shaft would overheat at the V10's 125,000 rpm), and is arranged so the impellor pulls cool air over the motor.

Visually, the biggest change from previous models is the coaxial design that puts the bin in line with the tube and attachments.

This 'straight through' arrangement means 20% less power is lost compared with the V8 that turned the moving air 90 degrees to reach the bin. The redesigned bin is said to be easier to empty – we'll let you know whether we agree in our forthcoming review.

Verzijl also pointed out that the strain on the user's wrist would have increased if the bin had simply been enlarged, but the new arrangement negates that problem.

Another feature of the bin allows the V10 to be used pointing upwards (eg, to remove cobwebs from ceiling corners) even when the bin is almost full. This was achieved by adding an internal collar to stop some of the collected material falling onto and completely blocking the air outlet from the bin.

It's easy to improve the numbers in a specification, observed Verzijl, but it's not so easy to improve performance. It's all about "using the air watts in the right way", he said.

The 14-cyclone array is able to capture 99.97% of particles as small as 0.3 microns, he said, adding that while this isn't as effective as the company's HEPA models, it does mean the exhaust from the V10 is cleaner than ambient air.

The Dyson Cyclone V10 Experience at QV Square Melbourne runs until 6pm on 12 May.