5International luxury brands’ design and creative managements

DOI: 10.4324/9780429463884-6

“If we are okay with a mass consumption model, there will be no reason for not being okay with an international luxury consumption model.”

– Pierre Xiao Lu

Bang & Olufsen1

Bang & Olufsen (B&O) is a high-end Danish consumer electronics company that designs and manufactures audio products, television sets and telephones. It was founded in 1925 by two young engineers, Peter Bang and Svend Olufsen. Ninety years later, B&O has become one of most influential and valuable brands in the global audiovisual industry (household, automobile and mobile equipment). B&O products are considered to be the icon of “Nordic quality.”23

B&O’s design approach and style ...

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