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Brief Published: 15 Dec 2021

Bang & Olufsen’s Sensory Pop-Up for Audiophiles

Bang & Olufsen, Shoreditch, London

Danish premium consumer electronics brand Bang & Olufsen (B&O) is stimulating the senses with an audiophile’s paradise – a free, immersive audio pop-up in Shoreditch, east London (November 26 to December 19). Showcasing its products by creating prime listening conditions (such as a blacked-out room), the space also hosts interactive workshops.

The space was created by British experiential marketing agency Undercurrent, and pays homage to both Scandi design and local London talent. It features furniture from high-end Danish brand Fredericia, and yellow walls mounted with works from (unspecified) up-and-coming local artists.

A tranquil, low-lit demonstration lounge lets visitors focus solely on the high-fidelity sound of B&O’s speakers. On selected dates, the room becomes a Pitchblack Playback experience, where all distractions (including light) are removed. A separate DJ booth houses a curation of vinyl records that visitors can spin on a reissue of B&O’s iconic 1970s Beogram 4000c turntable.

Although commerce isn’t the pop-up’s primary purpose, a retail area offers products from B&O’s Connected Speaker range, with sales staff on hand to arrange next-day delivery on items from the brand’s wider catalogue. It will also host low-cost ticketed events (ranging from free of charge to £6/$8), including live music courtesy of UK company Sofar Sounds, an immersive audio and whisky-tasting session with Scottish distiller Johnnie Walker Blue Label, and beer tasting with London Fields Brewery

Tapping into consumer creativity, guests can also submit designs for the packaging of the brand’s Beoplay A9 wireless speaker. Designs can also be submitted via an online template, or through Instagram using the hashtag #BangOlufsenShoreditch. 

For more, see The Sensory Opportunity: Engagement, Post-Covid Pop-Up Perspectives and Brands Bank on Immersive Theatre.