Danish audio and video company Bang & Olufsen is expanding its product line with three new stereo pieces that will likely appeal to affluent consumers with a penchant for interior design and functionality.
Bang & Olufsen’s three new products, the BeoLab 17, 18 and 19, are the first to feature the state-of-the-art Immaculate Wireless Sound, or WiSA, technology that allows the equipment to meld with any room without having the nuisance of cords. With this new product line, Band & Olufsen has opened itself to a broader audience in an era of pervasive wireless services.
“Is it important for Bang & Olufsen to focus on the future while maintaining its connections to the past for several reasons," said Zean Nielsen, president of Bang & Olufsen America, Inc., Deerfield, IN. “First of all, iconic designs last forever and transcends the test of time and can influence various fashions and trends.
“The BeoLab 18 is the modern revival of the BeoLab 8000 concept which has been the most successful speaker for us, ever,” he said. “Therefore when you have a winning design that people love, you don’t want to discontinue it simply due to time and ‘newness.’
“Secondly when a company is 88 years old, you have a legacy to guard and cater to. We expect to sell many BeoLab 18 to existing customers and it will therefore need to ‘fit in’ nicely with the other products that they own.”
Stunning sound
Each of Bang & Olufsen’s new high-end wireless speakers are meant to be provide top quality sound in a functional manner. Furthermore, the lack of wires does not jeopardize audio capabilities.
The first in Bang & Olufsen’s new audio product range is the BeoLab 17, a compact speaker with a unique wedge-like shape that enables the user to place the unit in a multitude of positions.
Inspired by the design of Bang & Olufsen's signature column speakers the BeoLab 8000, the BeoLab 18 can be wall mounted or freestanding to compliment any interior space.
The speaker features 21 lamellas, in black, white or solid oak, to project the sound and Bang & Olufsen’s acoustic lens, so that the music remains consistent regardless of a person's position in a room.
Bang & Olufsen’s third new piece is its BeoLab 19, a subwoofer unit inspired by jet engines. Unlike other subwoofers that are often hidden due to a generic shape, the dodecahedron-sided BeoLab 19 is meant to be on display.
The subwoofer’s sides eliminate unwanted vibrations and projects a refined bass into the surrounding room. The BeoLab 19 is the first all digital, wireless subwoofer on the market.
Bang & Olufsen's BeoLab 19
To accompany the product launch, Bang & Olufsen is using a social video with musician Sir Paul McCartney on its Facebook page that explores the inspirations behind the collection. The video also touches upon how the technology used in the new products captures the sound that musicians aim for.
The four and half minute video includes footage of Bang & Olufsen designers and craftsmanship designing and creating the BeoLab 17, 18 and 19.
Immaculate Wireless Sound - Great sound deserves Bang & Olufsen
The three new audio products from Bang & Olufsen are meant to accompany the BeoVision 11 television set that is equipped with the same WiSA technology.
Interested consumers can purchase the the BeoLab 17 speaker unit for $3,900, a pair of BeoLab 18 speakers in black or white for $6,590 or the solid oak for an additional $1,390, while the BeoLab 19 subwoofer retails for $3,395.
Turn it up
Bang & Olufsen has recently implemented tactics to increase brand exposure among millennial consumers.
For example, the brand is promoting its B&O Play line of audio players and headphones with its “Sensory Spaces” mobile application that engages consumers with an exploratory use of sound.
Bang & Olufsen created the app in collaboration with the Danish alternative rock band, Mew (see story).
In addition, the brand increased the exposure of its BeoPlay A9 soundsystem through a social media photography contest.
The contest called for consumers to submit images of the night sky as a way to promote its BeoPlay A9 Nordic Sky edition (see story).
Technologically-advanced products create buzz on the sheer basis of novelty.
“We believe the three new products defy all industry standards, and therefore, they will become the design choices for many home decors and interiors,” Mr. Nielsen said.
“Furthermore, the products are already receiving industry accolades, so the natural PR effect will create brand awareness in and of itself too.”
While looking to the future is important, a brand's established identity appeals to loyalists.
"It's important for a brand to show it's authority in its sector by touting it's long history," said John Casey, senior vice president of Havas Public Relations, New York.
"Having a long history in a market connotes reliability to the consumer, and including Mr. McCartney in the video is an excellent way not only to underscore the inspiration but the history as well," he said.
Final take
Jen King, editorial assistant on Luxury Daily, New York