Bang & Olufsen opens an experiential popup in London
What: Bang & Olufsen goes experience at its best with their new popup concept.
Why it is important: After having let rival brand Deviallet take all the best spots in department stores, the Danish brand has new arguments for department stores willing to increase their audio offering as well as customer experience.
Danish sound brand Bang & Olufsen has opened a pop-up in Shoreditch area (London) that explores various approaches to experiential product trial.
In a low lighting demonstration room akin to the fitting rooms of fashion retailers, visitors can take a seat in a semi-private booth and try on a pair of the brand's headphones with as few distractions as possible. On certain dates, this area will go one step further by becoming the Pitchback Playback Experience, removing all distractions including light so that visitors have nothing to experience but the sound of music played through its products.
While multi-sensory experiences have become popular in retail, Bang & Olufsen has taken the opposite approach with a single-sensory one.
The store will also host several events which pair music to adjacent lifestyle activities. The brand has partnered with both Johnnie Walker and London Fields Brewery on sound and tasting experiences combining curated playlists with the brands' respective whiskies and beers.