For those who appreciate superior acoustics, expert craftsmanship and timeless design, the news that luxury audio brand Bang & Olufsen has just landed at 72 New Bond Street, will be music to the ears.
Following hot on the heels of a recent opening on New York's Madison Avenue, the Danish masters' new Mayfair flagship promises an immersive and tailored shopping experience like no other. As a result, you'll find the full range of state-of-the-art speakers and soundbars – often resembling abstract sculptures – theatre-experience TVs and wireless headphones, all under one carefully considered roof.
Of its latest London address, Bang & Olufsen CEO Kristian Teär says: ‘We are excited to open the doors to our new flagship store in one of the world's premier luxury shopping destinations. Since 1925, Bang & Olufsen has brought magical experiences to the lives of people all over the world. We wanted to extend this feeling to our new London flagship store by becoming the destination where you can hear, see and feel the magic of Bang & Olufsen, experience our products and unique heritage.’
Designed over three floors and interspersed with luxe interior details including plush carpets, glazed ceramic floor tiles, glass tables and steel ceiling fittings, you could be forgiven for thinking you had stepped into the London abode of an acclaimed architect.
Here, you can create your very own auditory design and personalise one-of-a-kind products that are then crafted by Bang & Olufsen’
The sensory journey starts on the ground floor where interaction with the brand's signature products is actively encouraged. A beautiful glass-framed staircase winds down to the lower ground floor where reflective metal walls lead to doors that magically open to the “sensorium”. In this sleek, private setting you can listen to your favourite tunes and gain an insight into the principles of Bang & Olufsen's expert knowledge of acoustics, and its ability to deliver unique sonic experiences.
Bang & Olufsen’s “bespoke solutions” area, meanwhile, is housed on the first floor and has a distinctly cool, penthouse feel to it. Here, you can create your very own auditory design and personalise one-of-a-kind products that are then crafted by Bang & Olufsen in its specialist factory in Struer, Denmark.
Looking ahead, the brand intends to incorporate local art throughout the store, having already commissioned striking sculptural furniture pieces from celebrated London artist James Shaw. Plans are also afoot for a cultural events programme that will include live music, podcasts and streamed panel discussions, while a dedicated space on the first floor will serve as a gallery for art exhibitions, providing a platform for each artist in residence.
For Bang & Olufsen, it seems, there's no limit to the artistic and sonic possibilities that are just waiting to be discovered here on New Bond Street.
Bang & Olufsen, 72 New Bond Street, London W1S 1RR