Renowned for its expert craftsmanship, timeless design, and superior sound capabilities, Bang & Olufsen today opens the doors to its new flagship store on London’s prestigious New Bond Street. More than showcasing the brand’s full range of luxury speakers and televisions, the new flagship store has been designed to cater to the needs of individual customers by offering an immersive and tailored shopping experience.

“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”, says Bang & Olufsen CEO Kristian Teär.

The three-storey flagship will take customers on a sensory journey starting on the ground floor, where visitors can interact with Bang & Olufsen’s range of luxury products. Tactile, organic forms and bold pops of colour contrast with steel, glass, and glazed ceramic tiles for a sense of sophisticated simplicity that befits the opulence of London’s best-known luxury retail destination.

The lower ground floor has been designed as a sensorium for the ultimate sound experience. The reflective metal walls and pink carpet lead to doors that magically open for customers to enter the sensorium and enjoy sound demonstrations in a private setting. Customers can listen to their favourite songs, taking principles from Bang & Olufsen’s knowledge of acoustics and audio perception to deliver sonic experiences like no one else.


As customers ascend to the first floor, they enter the realm of Bang & Olufsen’s bespoke solutions. Here, they can become creators of their own designs, personalising products that are then crafted by Bang & Olufsen in its specialist factory in Struer, Denmark.

A space for individual customers, interior designers, and architects alike, the apartment style setting invites visitors to relax, enjoy and interact with the textiles and materials that can be chosen for one-of-a-kind pieces that only Bang & Olufsen can create.

A canvas for London creators

With every inch of the 4,000 square feet venue artfully curated to echo its surroundings in one of the world’s most prestigious shopping scenes, Bang & Olufsen also intends to integrate elements of local art into the store.

From the opening, a specially commissioned piece of furniture by celebrated London artist James Shaw invites the store’s visitors to slow down and lose themselves in their surroundings. Challenging the notion of waste, Shaw’s impactful work inspires dialogue and echoes Bang & Olufsen’s own approach to longevity and circular design.

A program of cultural events that embrace creativity will range from live music, podcasts, streamed panel discussions to art exhibitions, the dedicated space on the first floor will provide a platform for each ‘artist in residence’.

Magical retail moments to global destinations

Creating exceptional customer experiences in Bang & Olufsen branded channels and targeting global destinations like London are key to the company’s recently launched strategy. In November, Bang & Olufsen opened a flagship showroom on Madison Avenue in New York, and the company continues to build up its retail presence in Paris as part of the company’s Win City Concept.

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“A strong retail presence in cities such as New York, Paris, and London is key to our future growth, and we will continue to expand our footprint in other key cities in the years to come. We have had a strong commitment to London for years, and our new flagship store complements our existing presence in the city, including Harrods and Selfridges. With our global network of more than 400 Bang & Olufsen branded stores, we have a unique opportunity to give our customers a full product and brand experience like no other in our industry,” says Sidonie Robert-Degove, Head of Global Retail at Bang & Olufsen.

Visitors can immerse themselves in Bang & Olufsen’s magical universe at Bang & Olufsen of Mayfair, 72 New Bond Street, W1S 1RR from 14th December.

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