On Thursday 7 March, leading luxury lifestyle audio brand Bang & Olufsen ushered in a new era with the reintroduction of its brand across Australia via two bespoke cocktail events.
The main event took place in its Sydney flagship showroom at Westfield Bondi Junction, while a concurrent satellite event launched in Melbourne with key retail partner Premium Sound.
The 142-square-metre Bondi Junction store has received an extensive facelift and is poised to be the destination for consumers seeking design-led innovative audio visual solutions.
Present at the relaunch were VIP customers, long-standing partners and friends of the brand and key media representatives, who explored the new store and watched as a local artist painted an abstract piece based on the soundtrack of the event.
These guests were the first in Australia to experience the power of the latest Beosound Edge wireless speaker and the limited-edition Anniversary Bronze Collection of multi-room speakers.
“We recognise the maturity of Australian consumers especially towards the consumption of lifestyle and luxury goods,” explains Michael Ostergaard, Managing Director of MJ Invest Australia, a strategic partner of Bang & Olufsen.
“They are discerning and sophisticated shoppers, and the relaunch is a strategic move to announce the brand’s strong foothold in this market.”
Collections on showcase included ‘On-The-Go’ portable speakers, headphones and earphones, ‘Flexible’ range of speakers that combine portability, supreme audio quality with distinct interior sensibility, and Bang & Olufsen’s top-of-line stereo systems and televisions.
“Innovation, craft and design; the magic in our products is a result of the meeting of all three,” Michael notes. “In the coming years, we’ll continue to play with our key competences in black, silver aluminium, gold and bronze as we create stylish pieces to that fit seamlessly into the modern home.”
Beosound Edge
The star of the show was the futuristic Beosound Edge, created in collaboration with globally acclaimed designer Michael Anastassiades.
Reading the force of your touch, volume can be adjusted by rolling the speaker back and forth, or up and down when mounted on a wall. When it’s released, the speaker returns to its centre – perfectly balanced in both sound and design.
Guests at the Sydney relaunch experienced an exclusive roving installation of the Beosound Edge’s ‘Exploded Display’, which shows the deconstructed layers of its inner workings.
Anniversary Bronze Collection
The Anniversary Bronze Collection brings together the iconic and powerful Beoplay A9 floor speaker, the Beoplay M5, Beosound 1 and 2 with 360-degree sound, and the all-new Beosound Edge speaker.
Taking inspiration from the architectural and interior trends of using warm colours and contrasting materials, the collection of wireless multi-room speakers style and character to the modern home.
As a part of its Australian brand reintroduction, Bang & Olufsen will host further activities in the coming months, including the launch of new stores with the help of key partners.
