Bang & Olufsen, long synonymous with sleek, minimalist Scandinavian design, is shaking things up. Known for their subtle futurism and blend of modernist forms, B&O is now embracing a bolder, more personalized approach with the launch of their new Atelier service. This move marks a departure from their traditionally restrained image, opening up a world of customization possibilities for their discerning clientele.
While B&O has previously collaborated with visually driven brands like Ferrari and artists such as MonoNeon and David Lynch, the Atelier service takes personalization to a whole new level. It empowers customers to inject their own unique style and preferences into select B&O products, transcending the brand’s typically austere aesthetic.
The Atelier service is structured in three tiers, each offering increasing levels of customization. The first tier, Atelier Catalogue, provides a broad spectrum of options. Customers can choose from 20 different aluminum finishes, each available in two textures, plus a classic piano black. For the signature wooden elements of B&O designs, ten wood species and ten oak stain colors are available. Finally, a diverse collection of 35 fabrics, featuring various textiles and weaves, can be selected for speaker coverings.
These options are showcased in a bespoke Atelier Catalogue cabinet displayed in flagship stores, where trained staff can guide customers through the process. With these choices, B&O estimates nearly half a million different combinations are possible across six customizable models. These include popular speakers like the Beosound 2, Beolab 8, Beolab 28, Beolab 50, and Beolab 90, as well as the Harmony and Theatre televisions with their matching soundbars.
To celebrate the launch, B&O has released a limited-edition Beosound 2 Gradient Collection. This collection features ten unique color-graded finishes, a more complex process than the standard Atelier Catalogue range, with only ten pairs of each design available. All Atelier products are customized at the B&O factory in Struer, Denmark.
The second tier, Atelier Editions, will house B&O’s collaborative and limited-edition products. This includes existing partnerships like Ferrari and Riva Yachts, as well as future collaborations.
The pinnacle of personalization is Atelier Bespoke. This bespoke service, akin to similar offerings from luxury car manufacturers like Bentley and Rolls-Royce, allows customers to truly unleash their creativity. From custom gradients and fades (requiring extensive factory testing) to matching specific colors, fabrics, and textiles, the possibilities are virtually limitless. A new anodizing bath with a robotic arm has even been installed to facilitate the precise application of these unique finishes.
Due to the intricate nature of Bespoke projects, lead times can extend up to a year, while even Catalogue editions require approximately 24 weeks. Past Bespoke projects include a gold-plated record player and the dazzling bronze mesh-clad Alchemy Edition Beolab 90 speakers, showcasing the high level of craftsmanship and exclusivity offered by this service.
For those eager to experiment with color palettes, B&O offers a dedicated “Composer” tool on their website. Users can create and save designs, then discuss them with their local store. An augmented reality feature for iPhones is also in development, allowing customers to virtually place Atelier products in their homes.
“A customer who commissions custom or bespoke Bang & Olufsen product creates not just a set of speakers, but an extension of their personality and style,” says Bang & Olufsen CEO Kristian Teär. “We aim to create an experience and a product that resonates with them, building a lasting relationship between Bang & Olufsen and the customer.” With the Atelier service, B&O is not just selling high-end audio equipment; they are offering a personalized experience, transforming sound into a true expression of individual style.