Bang & Olufsen Brings a New Sound Experience to Seoul

The popular audio brand Bang & Olufsen has opened a fresh store inside Seoul’s Lotte Department Store on April 15, bringing its newest retail style to Korea. The shop sits beside the Emerald Lounge on the fourth floor and has been redesigned into a bright, colorful space that mixes modern flair with the brand’s classic Nordic look. Instead of just showing off gadgets, the layout invites shoppers to feel the brand’s sound and design in a living‑room‑like setting that still feels upscale. When visitors step inside, they see the most popular models such as the Beosound A9, Beosound 2, Beosound A5 and Beosound Balance. These pieces let people quickly understand what Bang & Olufsen stands for in terms of style and audio quality. The store also displays items that fit into many home decors, along with headphones and portable devices for listening on the move.A special listening zone is set up for larger speakers, using Kvadrat fabric curtains to create a calm acoustic environment. This lets customers hear the true depth and balance of the sound that the brand promises. Customers can also visit “Atelier, ” a custom service where they choose materials, colors and finishes to personalize their products. This shows the company’s focus on individual taste and craftsmanship. To mark the opening, shoppers who test products that day get free food and champagne in a relaxed atmosphere. Those buying smaller items receive chocolates, while larger purchases earn an aluminium pen inspired by the Beolab 18 design. There are also discounts on soundbar bundles and display models, giving shoppers extra value. A spokesperson said the new store is Korea’s first to showcase Bang & Olufsen’s fresh spatial concept, hoping people will enjoy a richer experience of sound and design in a warmer, more sensory environment.