Bang & Olufsen is giving customers a whole new way to personalize their speakers with Bang & Olufsen Atelier—a program designed to bring custom colors, materials, and finishes to its lineup of high-end audio gear. Instead of settling for standard colors, customers now have the chance to create a speaker (or other select Bang & Olufsen products) that fits their personal style.

Atelier isn’t just about picking a new color—it’s a full-scale customization program with three levels of personalization:

• Atelier Catalogue: This option provides a structured yet expansive selection, offering over 500,000 combinations of materials, colors, and finishes. Customers can choose from a variety of aluminum finishes, wood types, and speaker fabrics to create a look that fits their style and home environment.
• Atelier Editions: A home for limited-edition releases, this tier includes exclusive, pre-designed variations of Bang & Olufsen’s existing products. The first of these is the Beosound 2 Gradient Collection, a limited run of color-graded speakers, with only ten units per design.
• Atelier Bespoke: The most premium level, this service allows customers to collaborate directly with Bang & Olufsen’s artisans in Struer, Denmark to create entirely unique products. Unlike the Catalogue service, which is based on predefined materials, Atelier Bespoke enables full customization, from special color gradients to rare materials.

Customers can explore these customization options through Bang & Olufsen’s Digital Composer, an online tool that helps visualize designs before placing an order. Select flagship stores will also have samples on hand, along with staff to guide customers through the process.

“A customer who commissions custom or bespoke Bang & Olufsen product creates not just a set of speakers, but an extension of their personality and style. We aim to create an experience and a product that resonates with them, building a lasting relationship between Bang & Olufsen and the customer,” says Bang & Olufsen CEO Kristian Teär.

To showcase what Atelier can do, Bang & Olufsen has introduced the Beosound 2 Gradient Collection—a custom take on its popular 360-degree wireless speaker. The collection includes ten different gradient designs, each available in a limited run of just ten numbered pieces.

Each Beosound 2 Gradient Edition speaker costs $5,700, which is quite a jump from the standard $3,500 price tag. The design might be new, but the speaker itself remains unchanged—offering Bluetooth, AirPlay, Google Cast, and multi-room audio support through Beolink technology.

Bang & Olufsen has always leaned into high-end design, but Atelier takes things a step further by making customization the focal point. While previous collaborations—like those with Ferrari and Riva Yachts—were carefully curated by the company, Atelier puts the creative power in the hands of customers.

For those who want full creative control, Atelier Bespoke allows for custom materials, hand-picked finishes, and even complex color gradients. These one-off projects can take up to a year to complete due to the level of precision involved.

The customization options aren’t just limited to the Beosound 2. Atelier allows customers to tweak the look of several Bang & Olufsen products, including:

• Beolab 8, Beolab 28, Beolab 50, and Beolab 90 speakers
• Beovision Harmony and Theatre TVs with matching soundbars

An upcoming AR feature for iPhones will even let customers preview their designs in their home before making a final decision.

For those interested, the Beosound 2 Gradient Collection will be available starting March 2025 through Bang & Olufsen’s website and select retail stores.

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