BEOLAB 90 | BANG & OLUFSEN | 2017
Design for magical moments
Bang & Olufsen wanted to create the successor of two icons. We helped building bridges between heritage and the future, whilst filling a gap within the product portfolio.
Bang & Olufsen’s flagship-speaker, the BeoLab 90, marks the latter end of the company’s product portfolio. Thanks to its remarkable success the iconic and more affordable BeoLab 5 has been in the product portfolio for more than ten years. This led to varying stakeholder expectations.
Managing different steakholder expectations
Customers seek the BeoLab 90 experience at a lower price point and Bang & Olufsen wanted a product to replace the BeoLab 5 with the same amount of success.
Product design supporting brand values
BeoLab 50 is a direct replacement for the BeoLab 5, but just as compact and easy to use as its predecessor. It offers Active Room Compensation and “wide” and “sweet spot” modes to offer a flexible acoustic experience.
Flowing aluminium contours and a body which tapers to a minimal footprint further reduces the volume and gives the speaker an elegantly light appearance.
The magic moment
The most important element of the Bang & Olufsen identity, the “magic moment”, occurs when the speaker is turned on. When it is turned on, it shows its performative character. The acoustic lens raises itself smoothly out of the main body and the sides move into the chosen position.
In addition to magic, each Bang & Olufsen customer expects above all high-quality materials and superior workmanship. Hydroformed parts at the top and bottom of the speaker, combined with three extrusion profiles show a remarkably efficient use of aluminium.
credits: Bang & Olufsen
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