Bang & Olufsen’s BeoVision Avant television
Danish audio and video company Bang & Olufsen has introduced a television set that melds design and technology within the affluent consumer’s home.
The BeoVision Avant is 89 years in the making, according to the brand, which relied heavily on its past achievements to fete the television’s launch. By including glimpses into Bang & Olufsen’s past, nostalgic enthusiasts will likely be more inclined to check out this new addition to the brand’s range.
“At Bang & Olufsen, our initial approach to product development and innovation begins by understanding user needs and how our customers live with their products,” said Kathy Thornton-Bias, president of Bang & Olufsen America Inc., Deerfield, IL.
“Next, we combine technology and craftsmanship to deliver a design with lasting value,” she said. “We have always been driven by the commitment to provide enduring magical experiences. The BeoVision Avant is an exact representation of this philosophy and evidence that high-end, multimedia entertainment can coincide with uncompromising design.
“As Bang & Olufsen is the world’s oldest luxury consumer electronics brand, founded in 1925 in Struer, Denmark, and has been producing TVs since 1950, we feel the new BeoVision Avant exemplifies everything we stand for and underscores what has driven us since our inception.”
The future of TV
Bang & Olufsen introduced the BeoVision Avant television to its followers on social media. Posts ranged from video teasers to editorial content reviews, event coverage, user-generated images and the product’s campaign video.
The expanded video, posted on Facebook, included a caption reading, “It takes 89 years to create movement this beautiful.” Enthusiasts can either watch the embedded video or click the link to discover more about the BeoVision Avant television.
A click-through lands on a Web site page dedicated to the BeoVision Avant. The page opener uses words such as “progression,” “defining” and “distinctive” to reinforce the technological achievement of the television.
Web page section for the BeoVision Avant
In the next section, consumers can view the campaign video. The minute-long video begins with a man sitting in a darkened room with modern furniture, but to his right is an old-fashioned radio.
The following scene shows the BeoVision Avant against the far wall being illuminated. As the camera zooms in on the TV, the floorboards begin to separate and slide to the left and right.
When the room divides, close-up shots of the television are seen, as are different Bang & Olufsen electronics from the past 89 years. In each of these frames, objects come into view to create an interior setting that matches the time period of the electronics.
After rooms from the 1950s, 1960s, 1970s and closer to the present are seen, the BeoVision Avant reappears at the room’s far wall, but a young girl is sitting in front of the television instead of the man in the beginning.
The New BeoVision Avant
When the viewer completes the video, he or she can scroll down to explore the BeoVision Avant in more detail.
One standout feature of the BeoVision Avant is its new Chromatic Room Adaptation technology. A sensor evaluates the light in front of the television and another measures the lighting behind the screen.
With this data, the BeoVision Avant adjusts the white balance of the screen to ensure a clear, colorful image, no matter the lighting conditions.
Final scene of BeoVision Avant campaign video
Secondly, the BeoVision Avant was designed to be able to mesh with the room, but take center stage when turned on. This is achieved by a retractable sound panel and the BeoVision Avant’s floor stand that turns toward the viewer when in use and back into place when turned off.
Bang & Olufsen also extended its innovation to the BeoVision Avant’s remote control, the BeoRemote One. The remote is the first to introduce the “MyButtons” option that allows the user to personalize settings such as channel, volume and the direction the television is pointing, all with the press of one button.
Bang & Olufsen’s BeoVision Avant with BeoRemote One
The BeoVision Avant is Apple TV-enabled and can be synced to wireless or wired speakers for a more immersive experience. The 55-inch television includes the remote and retails for $7,995 with additional charges for wall, table and floor stands.
Of the name BeoVision Avant, Ms. Thornton-Bias said, “The name – BeoVision Avant – is a nod to Bang & Olufsen’s most successful television launched in 1995 – and a direct reference to forward movement and creating excitement and attention.
“The introduction of the new BeoVision Avant is the perfect vehicle to communicate our strong brand heritage and legacy, which is rare in the constantly evolving and competitive marketplace in the consumer electronic industry,” she said.
Redefining electronics
Bang & Olufsen has created other consumer electronics that easily incorporate into homes by placing an emphasis on design.
For instance, Bang & Olufsen expanded its product line with three new stereo pieces that likely appeal to affluent consumers with a penchant for interior design and functionality.
Bang & Olufsen’s three new products, the BeoLab 17, 18 and 19, were the first to feature the state-of-the-art Immaculate Wireless Sound, or WiSA, technology that allows the equipment to meld with any room without having the nuisance of cords (see story).
Also, the brand hopes that its electronics will be outfitted throughout the home for a sensory experience. This is also apparent in Bang & Olufsen’s retail strategy.
Designed with Scandinavian homes in mind, the new 600 Madison Avenue boutique presents consumers with a true sensory experience through product displays. Bang & Olufsen hopes to increase awareness for its products among North American consumers with the retail concept that emphasizes designs through demonstrations and customer service (see story).
Bang & Olufsen is looking to redefine the consumer electronics landscape through innovation.
“BeoVision Avant defies industry standards due to its technical superiority, razor-sharp picture, robust sound quality, user convenience, intuitive operation and its magical movement features,” Ms. Thornton-Bias said. “The TV is meant to be subtly and elegantly placed in the backdrop of the home, and then when activated, it creates excitement as it can move to the position desired with the touch of one button on the new BeoRemote One.
“Additionally, BeoVision Avant has sublime Ultra High Definition (4K) video performance and jaw-dropping acoustic authenticity built in,” she said. “The new television also amazes with magical convenience and additional mechanical movements and, of course, the discrete but powerful sound panel that unfolds when the television is on.”
Final Take
Jen King, editorial assistant on Luxury Daily, New York