Bang & Olufsen, the Danish manufacturer of high-end entertainment products participated as a sponsor and as the main brand to be studied, analysed and developed in 10 weeks long "Brand Identity & Strategic Design project" that was carried out by the by the 1st year students at the MA programme Advanced Product Design.
The external project tutor for this course was the Danish visiting professor, industrial designer Anders Smith who, before returning to Denmark and setting up his own design consultancy in Copenhagen, lived and worked abroad for several years for Philips design.
The Strategic Design project consisted of three steps. The first step was an analysis of the B&O, Lowe and Bose brands, followed by the development of personas of believable B&O customers 10 years from now. The third and last part was the development and design of concepts for future B&O products targeting the developed personas.
After being presented to the final results, Flemming Møller Pedersen (in the picture) and Mikkel Venge, representing the product development and in-house design departments at B&O, contributed with their feedback on the concepts, the technical aspects that the students should consider and their general impressions of the design.
The results were later presented and displayed at the B&O headquarter in Struer in the northern part of Jutland in Denmark.
More information about Bang & Olufson and their present product range can be found at their website.
