Bang & Olufsen is today opening its Australian flagship sensory store in Melbourne, which, spanning 381 square metres, is the fourth largest of its kind globally.
Located at Cavendish House, Russell Street, the store will range all of Bang & Olufsens’ home entertainment products, including B&O Play on-the-go products, Bang & Olufsen speakers, sound systems and televisions, along with the BeoLink Multiroom and BeoLink Smarthome connectivity systems.
“The flagship store will showcase the Bang & Olufsen range through unique and interactive displays, allowing consumers to engage with the high-end entertainment products,” Bang & Olufsen states.
“The breakout spaces will include a revolving wall where customers can pick and choose their own audio adventure, a dedicated active acoustic zone, which will allow people to immerse themselves in big Bang & Olufsen signature sound, and the hero of the store – the largest interactive speaker wall in the country.”
Julian Kipping, Bang & Olufsen Australia and New Zealand general manager, noted the emphasis on customer experience and interaction.
“We wanted customers to really experience the brand, and the unique store design and interactive spaces truly allow our customers to immerse themselves in the very distinct world of Bang & Olufsen sound and design,” Kipping commented.
“The sensory flagship isn’t just a retail space, it’s a way to experience and share the Bang & Olufsen story with our customers.”
With Bang & Olufsen last year acquired by Emerald Group Investments in Australia, James Kennedy, Emerald CEO, noted that the flagship store is the first step towards a “new and improved retail focus on delivering seamless, luxury brand experiences”.
“In the near-term, we see this retail revitalisation as a key growth strategy for Bang & Olufsen,” Kennedy commented.
