BANG & OLUFSEN SET TO RESET THE STORE CONCEPT

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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.

Bang & Olufsen | Johannes Torpe

Bang & Olufsen | Johannes Torpe

“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.

Bang & Olufsen | Johannes Torpe

Bang & Olufsen | Johannes Torpe

 

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.

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Østergade 18, 1100 København K, Denmark