Bang & Olufsen Offer Atelier Service for Personalised Options.

 

For some considerable time, we have ridiculed Bang & Olufsen's "Atelier Edition's".  We've done so as there was no discernible reason for a price hike purely for the privilege of a different colour option.  With the exception of certain versions, such as the marble base speaker models, or wood panelling ones, there's no reason to pick them over the standard model.  Why choose this particular set of colours arbitrarily selected by someone else?

However, B&O has now taken an entirely different approach.  One which displaces our criticisms.  It has created a bespoke service where the shop floor models can be customised to a consumers specifications.   The service offers over 500,000 possible combinations, with colour, material, and finish all up for grabs.  No longer do you have to settle for someone else's style choices, your product can be truly unique and special to you.

This is a move we commend.  Bang & Olufsen is a storied brand, with a history of creating premium audio and visual technology.  Some of us remember the sense of wonder and excitement when seeing their products operate.  They were truly aspirational, the price tags ight have been astronomical, but they felt worth it.

The flirtation with the mass-market killed a lot of this.  For over a decade they tried to compete with mainstream brands.  Completely forgetting that what them special was that they were a cut above.  This move, of offering a truly bespoke service, adds a layer of sophistication, and elegance, that goes a significant way towards repairing the damage the brand did to itself.

Of course, this comes at a premium price, but when that is because of your choice, it begins to make sense finally for a consumer to choose an Atelier Edition over a shop floor model.