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.