The Danish world-renowned company Bang & Olufsen has launched a new sub-brand called B&O Play at the CES 2012 (The International Consumer Electronics Show). It is an interesting new strategy for them and which targets a new and wider demographic.

Still upscale, but in search of an optimal design solution in between portability, performance and price, the strategy draws its creative input from the experience of young designers coming from varied backgrounds outside the consumer electronics industry: the art scene, fashion and furniture industry.

First featured is the BeoLit 12, a wireless iDevice speaker. More info and specifications in the source link and the videos hereafter.


B&O Play BeoLit12 Ad



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