Source: Bang & Olufsen

Global home entertainment brand Bang & Olufsen is expanding its customer touchpoints with the reopening of its Lotte Department Store Main Branch on April 15.

Located next to the Emerald Lounge on the 4th floor, the newly renovated store is the first in Korea to feature the brand's latest retail concept. It has been transformed into a brighter, more colorful space that offers a modern interpretation of the brand's signature Nordic aesthetic, designed to provide customers with a more immersive experience of Bang & Olufsen's sound and design.

The renovation focuses on delivering the brand's sound, design, and lifestyle in a more multidimensional way, moving beyond a simple product display. By creating an environment that feels as comfortable as a home yet remains sophisticated, the store has been meticulously crafted to ensure the entire space serves as a cohesive brand experience.

Upon entering, visitors are immediately greeted by Bang & Olufsen’s best-selling products. The display features iconic items such as the Beosound A9, Beosound 2, Beosound A5, and Beosound Balance, allowing customers to intuitively grasp the brand's design and sound philosophy at a glance.

The store also showcases a flexible product line that blends seamlessly into various interior settings, alongside headphones, earphones, and portable devices for enjoying Bang & Olufsen sound on the go. Visitors can explore how different products suit various spaces while experiencing the brand's signature sound quality in greater detail.

The dedicated listening area for large audio products features Kvadrat fabric curtains, creating a stable and immersive acoustic environment. This allows customers to experience the precise sound balance and depth of Bang & Olufsen products in a space optimized for their performance.

The renovated store also introduces 'Atelier,' Bang & Olufsen’s bespoke customization service. Customers can explore various materials, colors, and finish options to tailor products to their personal tastes and spaces, providing a direct experience of the brand's commitment to personalized design and craftsmanship.

To celebrate the reopening, special benefits are available for customers. Those who visit the store on the opening day to audition products will be treated to catering and champagne, allowing them to enjoy the premium sound of Bang & Olufsen in a relaxed and sophisticated atmosphere.

Additionally, customers who purchase small-to-medium products will receive chocolates, while those who purchase large products will be gifted an 'Aluminium Pen'—a finely crafted item inspired by the silhouette of the Beolab 18 that embodies the brand's heritage. Special promotions on soundbar packages and display models are also available, offering visitors a differentiated brand experience and tangible purchasing benefits.

A Bang & Olufsen representative stated, "The Lotte Department Store Main Branch is the first location in Korea to showcase our new spatial direction. We hope customers will enjoy a deeper experience of the value of our sound and design within this warmer, more sensory environment."