Loewe has launched a new Berlin-based business dedicated to high-end integrated audio and audiovisual systems, marking the German luxury technology brand’s latest move beyond traditional consumer electronics.

The new company, Loewe Systems GmbH, will focus on bespoke audio and AV solutions for automotive manufacturers, luxury homes, superyachts, recreational vehicles, hospitality groups and premium mobility projects.

The move gives Loewe a dedicated B2B arm at a time when the brand is expanding globally, including in Australia, where its premium TVs and audio products are sold through retailers including Harvey Norman, The Good Guys and specialist hi-fi dealers.

Rather than selling standalone speakers or screens, Loewe Systems will develop complete audiovisual ecosystems, including acoustic architecture, loudspeaker integration, DSP calibration, user interfaces, display technology and projection systems.

The launch follows Loewe Technology’s acquisition of French acoustics specialist Cabasse in April.

Loewe Systems will be led by Alexander Meisen as managing director, Ajan Hannemann as director of acoustics and Robert Schletze as director automotive.

“Exceptional sound should not be confined to a single environment,” Meisen (pictured middle) said.

“Whether at home, on the road, at sea, or in future mobility concepts, our ambition is to create emotionally engaging sound experiences that become a natural part of everyday life.”

Loewe Technology chief executive Aslan Khabliev said the market was increasingly moving toward complete integrated systems rather than individual products.

“With the creation of Loewe Systems and the addition of Cabasse to our group, we now have the expertise, technology, and engineering capabilities to deliver fully integrated premium environments at the highest level,” he said.

The company said Loewe Systems will focus on licensing scalable systems and intellectual property platforms, with an emphasis on curated automotive partnerships and bespoke installations.

Global football star Kylian Mbappé has also joined Loewe as both shareholder and global brand ambassador, supporting the group’s international expansion.