In an age where Apple has effectively defined the aesthetic approach to consumer electronics, Copenhagen-based Johannes Torpe Studios gave the first ever Creative Director of B&O, who designed a distinctly different global flagship store concept for iconic Danish brand Bang & Olufsen. The first store to open is – unsurprisingly – in the brand’s spiritual home, Copenhagen, and is a pilot for others that will be implemented internationally over the coming years.
“Mood altering sensory experience through design and sound”
The collective vision for the new store unitesthe design elements that ultimately create the distinctive look of Bang & Olufsen products with the interior. Also, the design was meant to be flexible and allow the international expansion of the brand’s refurbishing. So, a parquet floor runs throughout the store, combined with flat white walls and black track lighting on wall-mounted merchandise. Away from the main store area, there are zones for acoustic products suitably backed by a full-height grey acoustic wall, and more domestic zones aimed at encouraging dwell and scene setting.
Smaller accessories are in an area that does pay a nod to Apple: presented on simple white furniture with a plug and play approach for browsers to test out the products. The overall feel is that of an art gallery, appropriately enough, combining the rich traditions of Danish design with a slightly austere feel which may need to be tempered as it moves into other markets. The Copehagen Bang & Olufsen store has been the prototype for the upcoming worldwide rollout.