There were several new products revealed at Bang & Olufsen’s IFA press conference on Wednesday: a range of conical aluminium smart speakers called Beosound, representing the Danish audio brand’s move into voice control via an official partnership with Google Assistant; and a new range of wireless earphones – Beoplay E6 – embodying the company’s message ‘Music goes wherever you go’.
This consumer desire for freedom was a theme of both the event and the products. “Our customers seek freedom,” Heidi Hausted Fredberg, product manager, B&O, said. “And they should be free to choose from all the different ways, and places, they want to access and interact with their music.” Fredberg was particularly proud to reveal the centrepiece of the press conference, a world premiere for IFA 2018: the Beosound Edge. The new wireless speaker’s upright circular design, inspired by the old British pound coin – and recalling wall-mounted traditional railway platform clocks – is the work of renowned designer Michael Anastassiades, working with B&O for the first time. “It is a statement product – designed to blend in by standing out,” Fredberg said. Among its innovative features – including the world’s first Active Bass Port and a light-up aluminium preview touch-screen – perhaps the most ingenious gimmick is this: volume levels can be adjusted by rolling the entire unit forwards or backwards, smartly referencing retro analogue control knobs.
Hall 1.2 Stand 218
Photo: Heidi Hausted Fredberg, Product Manager, Bang & Olufsen.