Worldwide / 2013

Retail Design

B&O PLAY Shop-in-Shop Concept

The shop-in-shop concept for Bang & Olufsen’s sub-brand B&O PLAY was created to capture the essence of the playfulness of the brand, with interaction, accessibility as well as juxtaposing materials being the major focus points of the design.

project overview

Locations Copenhagen, Shanghai, London, New York and several other central locations globally
Area Scalable concept
Services Retail Design
Creative Director Johannes Torpe
Senior Designer /
Project Leader
Helle Maach
Design Team Annika Göransson, Emil Thomsen Schmidt
Materials Plywood, white lacquer, concrete
Related Projects Bang & Olufsen Global Retail Store Concept,
Nexus House of Sound and Vision

areas of focus

The design concept was based on two primary ideas; the first being the in-store user interaction with the products; we wanted the costumer to be able to test the products with ease and enjoyment. Focus was hence placed on creating a product display design that was welcoming and accessible, inviting the costumer to touch and play and therefore ensuring an unintimidating product experience for the client.

Juxtaposition of materials
The second core idea was based on the idea of juxtaposing materials for a contrasting effect. By using raw, textured materials in the spatial elements that stage the products, the superior craftsmanship, materiality and details of the products themselves were accentuated.

A scalable store-in-store concept
The store concept for B&O PLAY required the ability to be implemented in various scales and modular selections, depending on the dimensions and capacity of the designated spaces. We therefore created a concept that is completely scalable; with the possibility of choosing from singular podiums, tables or wall elements to complete store solutions.

With the addition of the sub-brand B&O PLAY, aimed at a younger generation with a lower-priced product range, Bang & Olufsen has managed to hit a spot in the market where they are attracting an entirely new audience.
— Johannes Torpe, former Group Creative Director of Bang & Olufsen


The use of pictograms is a dimension of the graphic identity of B&O PLAY that is carried out across the spatial elements. The pictograms provide quick and easy identification of some of the essential functions of the displayed product such as the possibility of ‘airplay’ or, as in the case of the Beolit 12, the possibility of using the product with a built-in battery.

The plywood wall is one of the most significant elements in the B&O PLAY store concept. Though provided with a thick layer of matte lacquer, the textural qualities of the raw, unprocessed and unpredictable fir plywood acts as a juxtaposing element to the smooth and elegant materials of the B&O PLAY products.