BEOlab 90
Innovative Design: Creating the Icon among Icons

Icons are archetypes of an idea. But
what is the archetype of an experience?

Beolab 90: Innovative design & human centered design

BANG & OLUFSEN HAS A HUGE PORTFOLIO OF HOME ENTERTAINMENT ICONS, WITH SPEAKER SYSTEMS SITTING AT THE HEART OF IT. ONCE IN A WHILE THEY WANT TO CREATE SOMETHING WHICH STANDS OUT FROM THE REST. FOR THIS THEY CAME TO US, WITH THE IDEA OF AN UNPRECEDENTED LISTENING EXPERIENCE: MOVING SOUND.

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.

Beolab 90: Innovative design & human centered design
Beolab 90: Innovative design & human centered design

COMBINING INNOVATIVE DESIGN CONCEPTS

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

HUMAN CENTERED DESIGN: CREATING THE VISION OF SOUND

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.

Beolab 90: Innovative design & human centered design

Further Readings:

More about our cooperation with Bang & Olufsen.

Listen to André talking about the ideas and concept of the BeoLab 90.

Have a look at the introduction video of the BeoLab 90.

Design and business strategy for a start-up venture

Disruptive innovation: Shaking up an industry with innovative design

BeoSound Essence product design, Simplification & domestication of innovative design

Product design that simplifies user experience

Disruptive interface design focussing on user experience.

Designing new growth based on changing market needs