Bang & Olufsen: Audio-luxe Retail

Danish manufacturer of audio and video products Bang & Olufsen has opened a new showroom location in midtown Manhattan which, according to the brand, is the first in North America to boast a store design that “evokes a true sensory experience”.

In a bid to engage consumers either unaware of the brand, or deterred by its premium price points, the B&O PLAY zone – an interactive showcase for mobile-oriented products such as speakers and headphones – is clearly visible from the street. Speaking at the store’s official opening, CEO Tue Mantoni said: “most of our customers buy big solutions, but very often, it starts with a small object – a headphone, telephone, or AirPlay speaker”.

Another key feature of the store (also installed in the brand’s Copenhagen and Shanghai flagships) is a wall with top-selling speakers affixed to individual panels that rotate via remote control. Store associates can use this to display a single product and hide the rest as customers listen to music, including playlists streamed from their own devices.

At the back of the store is a private area intended for more immersive, personalised experiences of Bang & Olufsen’s top-of-the-line viewing and listening combinations.

The concept is due to be rolled out globally throughout 2014.

For more on the key strategies regarding selling technology, including engaging the connoisseur consumer and talking to a teen and millennial audience, see Selling Tech and Tech Boutiques.