LUXE CONSUMER ELECTRONICS company Bang & Olufsen (Struer, Denmark), known for its high-end headphones, artful takes on speakers, designer collabs and more, has amplified its brand presence with a new flagship in New York. The 3700-square-foot store, located on an equally luxe corner in SoHo (Saint Laurent and Chanel are nearby), unfurls its extensive lineup of goods and gadgets in a refined, yet relaxed setting with a sensory-fueled design that respects the neighborhood’s historic cast-iron architecture. New York-based firm TPG Architecture, the project’s architect of record, implemented the concept.
“Our Soho Flagship was built to reflect the neighborhood itself, which can be seen in material details such as the exposed brick walls,” says Nilas Porsman, Head of Retail, Bang & Olufsen Americas. “It was also important for us to encourage customer curiosity by creating moments of discovery: curated spaces where customers can have a personal experience with each product. Lastly, we have kept Bang & Olufsen’s strong Scandinavian heritage in mind though the minimalist color palette and lots of natural light.”
An abundance of natural light paired with a minimalist color palette convey the brand’s Scandinavian origins.
The overall design is light and bright – thanks to the building’s many windows – and relies on simple, textural materials, such as exposed brick and light-colored wood flooring and millwork. It plays with contrasts (think pale walls with a dark ceiling), and with shapes. Circular pedestal fixtures dot the floor, encouraging circulation while showcasing the brand’s range of products, down to the smallest wireless earphone.
For added dimension, multiple wing walls jut into the space and prominently display soundbars and other home audio equipment as well as its various options for customizable speaker sets.
At the back of the store, an angled, glass-enclosed listening room offers an immersive acoustic experience, complete with a living room setup where customers can sit and get an earful from the latest B&O sound technology. Volume up.
PHOTO GALLERY (18 IMAGES)
📷: Veronica Bean on Behalf of TPG Architecture
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