Can you explain why B&O has such a fantastic reputation?

For me the uniqueness of Bang & Olufsen is that groups of highly skilled specialist work together with a designer like me to create the best we can do. We all love what we do and have a strong wish for doing our best. It I like the best movies where you have a strong original story and everyone participating in the creation of it has done their best. The end result is something you remember. When you turn out products with a strong original identity you get your reputation.

What kinds of concrete criteria serve as design inspiration when you work for B&O?

I don’t have a formula as such but I start to see that there is some aspects that keeps pop up. Every design has to have it own reason to exist. It has to be new not yet seen. At first glance it should be a surprise, at second glance it should be a natural new member of the family of product. It must have a long lasting appeal with enduring magic. You can do that by not making what everyone does but make you own original solution, though still logic and understandable. The design must have attitude and strong presence yet disappear visually and mentally when not in focus. It is products for the houses of people and you don’t want to bring them neither visual annoying noise nor indifferent objects.

For sound and image amateurs, Bang & Olufsen is an absolute reference for quality. Has it been complicated to change the design identity of such a prestigious company?

I don’t see it as my job to change the design identity but to keep the design identity constant alive by the products we design and make. It sure is a big task but the only way you can do it is to focus on your current project and solve it step by step.

With the B&OPlay line, which came out a year ago, Bang & Olufsen is turning towards a younger and more dynamic clientele. What priorities have guided you in your work? 

For Beoplay A8 it was about getting the feel of ease and uncomplicated use, while keeping all the good value from Bang & Olufsen.

In a few words, how would you resume the qualities of the B&OPlay line?

A playful simplicity of solitarian products that has the quality of Bang & Olufsen.

Do you believe that the real motivation for Bang & Olufsen lovers lies in the search for the beautiful?   

You could say that. But I also think the motivation is a search for enduring pleasure and some magic.

In your opinion, what are the design tendencies that will be most prevalent over the next few years in the sound and image universe? 

No doubt that we will see even more integration of services, content and cross platform usability provided by the biggest software houses. The result will be quite versatile products and new categories and they will be easy and lovely to use. However the tendency to play it safe and design following the leading products will still be there and result in similar designed products close to being boring, despite the big use of design and brand identity. Some of us have to show it can be done in a different way.

Bang & Olufsen will celebrate its 100th anniversary in 2025. Are you already thinking about the new products, in terms of design, that the brand will propose for this anniversary? 

 No it is too far away. We have to design according to what is possible in the near years ahead. And what is possible in 2025 is not yet to be seen, when the time get closer I hope the possibilities are interesting and I also hope that at that time some will still find some of our current products interesting and magic.