Bang & Olufsen celebrates its 100th anniversary this year. How does this new Paris flagship embody a century of innovation, design, and pure listening?

This new flagship embodies a century of Bang & Olufsen innovation and design because it brings together everything that defines the brand: a sculptural aesthetic, highly precise acoustic expertise, and a desire to create truly immersive listening experiences. Every space has been conceived to reveal our craftsmanship — from the immersive room to the dedicated Beolab 90 chamber, and the more open discovery area on the ground floor.

This place shows how we have always been able to combine cutting-edge technology, artisanal quality, and emotion. It tells our story, but above all, it expresses our future: creating beautiful, durable products capable of delivering pure listening — faithful to what Bang & Olufsen has stood for over the past hundred years.

The boutique was conceived as a “house of sound.” Which architectural or sensory choices express this vision most clearly?

We designed two highly complementary listening spaces that allow visitors to explore the full richness of the Bang & Olufsen sound signature. In the immersive room, the idea is to offer complete freedom of discovery. It’s an acoustic environment designed to reveal the personality of each product: you can listen to our H100 headphones in total tranquility, eyes closed, simply enjoying the moment. You can also compare different setups — mono, stereo, or multiroom — and instantly understand how our speakers interact with space. This area is partially isolated from the rest of the boutique, creating an immediate sense of immersion and allowing you to grasp what defines our DNA: precise, powerful, consistent sound, even in our most compact formats.

In contrast, the space dedicated to the Beolab 90 has been conceived as a true showcase. These speakers are considered one of the absolute references in high fidelity worldwide. Their Beam Control technology literally adjusts the sound beam to the room and to the listener’s position, offering a soundstage with an unparalleled sense of stability and detail. It’s a rare, almost introspective experience — one you feel as much as you hear. What makes this setup truly unique is the ability, within a single location, to explore the full scale of the Bang & Olufsen experience — from the most portable to the most exceptional. Our teams guide each visitor to tailor the listening session to their expectations, and through this sonic journey, you quickly understand what defines our expertise: a constant pursuit of precision, emotion, and immersion. This boutique has been designed as a space for experiences, where we will host many events of very different kinds.

You offer both an immersive listening room and an intimate space dedicated to the Beolab 90, considered the Holy Grail of high fidelity. What makes this experience so unique?

Of course. At home, I often play over tracks I don’t know and have never heard before. It helps keep my ears and my brain alert. It prioritizes listening and spontaneity. I love it!

The ground floor invites visitors to bring their own vinyls or CDs. Why was it important to create such a welcoming, open space?

We wanted to create a space where anyone can rediscover the simple, authentic pleasure of listening. Inviting visitors to bring their own vinyls or CDs allows them to reconnect with their music under optimal conditions, in a warm and open environment. They can sit down, enjoy a coffee or tea, and simply relax. This space fosters a more intimate relationship with the boutique: personal references are shared, conversations flow, and listening becomes a moment of exchange. This reflects exactly our philosophy — making sound a living, welcoming experience that everyone can claim as their own.