Moving sound is the new benchmark in listening. Sound that moves around the room. Around the listener. Around everything. How could this experience be transformed into an archetypical form? Sometimes it starts with a small piece of information. During customer research, an older lady was asked about the one thing she loves most. And she remembered a chandelier in her entrance hall. She loved it because its appearance varies with every change of light throughout the day and from every point of view…
…exactly like the BeoLab 90. It changes the experience of sound with every fingertip on the control app and from every point of hearing. We needed to reflect the personality of the BeoLab 90 with an ever-changing visual experience.
Fabrics not only create an interior feeling but also provide changing light reflections. We decided to use them not only as cover for drivers, but as the dominant material in order to create a completely new shape without harming the sound experience. To do this, we needed a frame to keep the fabric in shape. We remembered the 4-point-roof construction first used by German architect Frei Otto. It is a principle used to create a textile surface with maximum tension and minimum structure. With this we were able to create textile sails, surfaces on which light would literally dance, reacting to the sound moving the fabric.
„Working with Noto has been a pleasure. The team is switched on and open-minded. They go the extra mile to understand the brand DNA, the culture, the products and the complexity of the challenges enabling them to come up with solutions that are beautifully simple. They work well with all the stakeholders and are a respected design-partner for Bang & Olufsen.”
Marie Schmidt – Corporate Vice President, Head of Brand, Design & Marketing / Bang & Olufsen
As Bang & Olufsen says, the BeoLab 90 is the culmination of their wildest dreams. It represents the future of sound. It is the one new icon, celebrating 90 years of the company. And it is a statement for those who want to have the best of both – sound and sight, based on human-centered design. Besides being awarded „Best of Innovation“ at the Consumer Electronics Show 2016 in Las Vegas, there is a headline in the German newspaper F.A.Z., that we think completely nailed it: „The dream of space“ („Der Traum vom Raum“, F.A.Z. 13.10.2015). A very touchable dream.