S18 E01: Kresten Bjørn Krab-Bjerre, Creative Director at Bang & Olufsen

Speaker A: You're listening to the Luxury Item, the podcast on the business of luxury and the people and companies that are shaping the future of the luxury industry. Here's your host, Scott Kerr. When you hear the name Bang Olufsen, you think about luxury audio objects like speakers and headph. For people who care as much about how it looks in the room as how it sounds, the century old Danish brand has built a narrative around craftsmanship and changing how we hear, see and feel the world. My guest on the Luxury Item is Kresten Bjorn Prabheira, creative director of iconic luxury audio brand Bang and Olufsen. Kreston is also a key voice behind the continued evolution of the brand. With more than three decades of experience spanning engineering, industrial design and concept development, Creston oversees the creative direction behind Bang Olufsen's portfolio of iconic audio and visual products. His work sits at the intersection of craftsmanship, innovation and luxury experience. Design. Creston also played a major role in developing Bang and Olufsen's automotive partnerships with brands including Audi, Mercedes, Aston Martin and BMW, bringing immersive, premium sound experiences into some of the world's most luxurious vehicles. Welcome to the Luxury Item Creston.

Speaker B: Thank you. Nice to be here.

Speaker A: So last year Bang and Olufsen officially celebrated its 100th anniversary. 100th anniversary is really a rare milestone for any brand, especially in technology or consumer electronics. How do you use the centennial to look forward?

Speaker B: Yeah, that's a really, really good question. And of course, first of all, we are super proud of still being here after 100 years. Um, I think it's a proof of the way we are doing things that, um, we're doing things quite well, I think, and we have a connection with our consumers that are, that are very important and that we really, really stick to. You could also say the past is a, uh, blessing and a curse at the same time because you could easily fall into the trap of repeating what you've done before. But, um, that would never work. Uh, it would be a bit like driving a car looking into the rear view mirror. That never goes well. So I think what you can use the past for is to learn from your successes and your mistake, build on that, and then always be super open to, um, the environment, the current environment, uh, which is around you.

Speaker A: What are the design or business principles that you feel have anchored Bang and Olufsen's longevity?

Speaker B: For me, it's incredibly clear that we always, uh, start out with a, uh, relevant use case. So we love technology, don't be wrong about that or misunderstand that or be in doubt of that. But we never use the technology for the sake of technology. We use it as opportunities. So we try and understand constantly how people live with the medias so like music and vision, films, podcasts, news, and how their living space is designed. So you have different living spaces with different purposes. And we try to really, really understand that in a modern context. Then we design our products to give you the most pleasant experiences, and then we use any available technology that supports this. And, um, brings us forward.

Speaker A: Bang and Olufsen is deeply rooted in the Danish design traditions. Scandinavian design has historically emphasized simplicity, restraint and functionality, but those words are often overused today. So from your perspective, what deeper philosophy sits underneath Scandinavian luxury? And why do you think it continues to resonate globally?

Speaker B: For us, luxury is pleasure of entertainment, you could say. So we want to remove all the struggle, the complexity, the confusion, and boil it into what brings you great experiences as easy and conveniently as possible, and preferably exactly what you were hoping to achieve, basically. So there is a truth in the simplicity, which is represented by the Scandinavian design traditions, but it also is the definition of luxury. At the same time, do you think

Speaker A: as the world becomes more hectic, that more simplistic design resonates stronger with consumers?

Speaker B: I wouldn't use the word simplicity because I don't think if you look at our products, they are ultimately simple, but they easily shows what they're made for. So when you see them, you get curious. And then when you, uh, sort of investigate and get a little bit closer to them, you would easily and naturally understand what they were made for. And then, of course, we also designed them to fit into a living environment. So the way we're using the materials and the colors and the treatments is made to fit in a luxury, uh, home environment.

Speaker A: Bang and Olufsen has talked about increasing global brand awareness and cultural relevance in luxury audio experiences. And that raises an interesting tension. Heritage gives a brand depth, credibility and codes, but culture moves quickly. Music, interiors, fashion, technology and lifestyle all change constantly. So when Bang and Olufsen says luxury audio, what does that mean today beyond just price and beautiful industrial design?

Speaker B: I think one of the things that has been the hardest for us recently, um, in the past sort of recent years, was in the time when convenience was sort of the rule, because naturally we have convenience. But I would say the strive for the best possible quality wasn't as high. We are, uh, very fortunate that these values that we persist, which is the best possible quality and ease of use and pleasure, has taken us through and now our clients are coming back to really, really looking for quality, uh, throughout our portfolio, all the way from the most expensive, expensive offerings to the most, uh, affordable ones, um, which is right into what we are standing for, that we don't compromise on any aspects.

Speaker A: So how does a 100-year-old brand stay culturally relevant without simply just chasing trends?

Speaker B: I think it's a commitment to staying honest to our core values, um, which we talked about before. I think it's also a commitment too, that, uh, our products are designed and engineered to last for many, many years. They are designed so that you can repair them, they are made so that you can update them. And even in modern times where we, or, uh, current times when we have our atelier business, you can actually personalize them completely to fit your needs. So I think we have everything which is needed and probably even more than most expect to deliver the perfect, um, experiences for our clients.

Speaker A: And you've said bang. And Olufsen does not start with technology, but with the idea. That feels very different from the way much of the audio and consumer electronics industry markets itself, where the conversation is often about specs, algorithms, wireless standards, app integrations, and incremental technological improvements. How do you make sure the product begins with an emotional, human, or cultural proposition?

Speaker B: I think there are various ways into this, um, for our clients, of course, we are communicating this on the medias. I think a lot of approval of our brand is coming through current owners. And then, of course, if you are a current owner, you trust in our quality and, uh, our approach. And then you stay very truth, truthful with us, um, throughout the years. Um, so I think that's, That's a core, uh, in here. And then I think also being the brand we are, people don't question if the quality is all right. So they, Our clients typically don't worry about if they buy a speaker from us, if it's sounding great, because they trust us. That we've spent as much effort as we can in ensuring that the sound is amazing, that the quality is outstanding, and that the products are going to

Speaker A: last, we're starting to see more people becoming more interested in richer, more intentional listening experiences, whether through lossless streaming, spatial audio, vinyl, premium headphones, home theater. And for years, convenience seemed to win out all the time. So is the consumer becoming more discerning again, or are they looking for something broader that and fidelity, like immersion and ritual and atmosphere and emotional connection?

Speaker B: So I think besides what we talked about earlier, about our sort of, you could say, engineering qualities, the way we design our Products, again, coming back to experiences is that with our speakers, for instance, you can place them where you want in the room so you don't have to design your speaker placement, uh, around getting the perfect sound. You place them where you want, then our technology and, um, room calibration will ensure that the sound is as good as it can get. So it's again coming back to a different approach where, um, typically you would have to place your speaker geometrically and then you sit in the sweet spot. But with us, we have it a little bit the other way. Very much the opposite way, actually, that we want people's homes to be as beautiful as can be, and then we make sure that the sound adapts to exactly your living space. But I think and believe most people actually use music as a convenience. It's a way to adapt to your, uh, mood. You can change your mood with music. You can, you can even say it's a lifetime journey. So certain pieces of music put you back in time to certain moments, and you can also create moments with music. So for us, music is an incredibly important aspect of the reason for being here and to create beautiful moments that follows you throughout your life.

Speaker A: When someone pays a premium for a Bang Olufsen product, they are obviously paying for performance, the sound, the engineering, the acoustic experience. They're also paying for materials, craft, finishing, and the physical presence of the object. But in luxury, there's another layer of value, which is the story the object tells. So in your view, what part of Bang and Olufsen's products price premium comes from performance and what comes from materials and crafts and what comes from the story it tells?

Speaker B: That's a good question, because I think it's. I think everybody. Well, I know because I. I know everybody working with product development, everybody are considered, uh, craftsmen. They are experts, they are nerds, and I absolutely love them. So it's. It's this pride and this willingness to really, really dig in, lean in, making sure that we are pushing things to the limit to make it as good as it can possibly get. And we are working really, really closely together from the first brief until the product is on the market. And it's a very special, um, it's a very special work environment. And having been with B and O for 30 years now, plus, I've actually converted from loving the products, to which I, of course, always do also. But I really, really love the process. The creation process is for me, the most giving one. So if I can do anything to improve making people perform even better in order to achieve the as what is first seen as almost impossible. That's what I get my drive from.

Speaker A: And B and O has such a long history and a very loyal customer base. But the luxury customer has changed a lot. Younger, more global, more design literate, more digitally native and more interested in personalization. When you think about the B and O customer today, who are they moving beyond the demographics?

Speaker B: Yes, they are very, very different people in fact. And we are looking a lot into this at the moment to try and be even better at ah, designing the right products for the right environments and the right, you could say um, time in life, uh, or life phase that you're in. Because what we have found is that depending on what category you are buying into, you're very likely in different live phases. And the categories we are having are the stage category which is a big TVs and speakers. And we have the flex category which is sort of these speakers where you can have one. And then we have the variables or on the go products. And what we can see is that the flexible speaker is the one where it's very likely that you just moved into your first flat with your spouse and then instead of having the old stereo, uh, amplifier and the tuner and the big speakers, you decide to buy something which is beautiful, an item of music and joy and pleasure and put that into your living space but you're still moving around, you're not settled in yet. Then if you take the stage category where you have the big TVs and speakers, it's very unlikely that you would buy those while you're still in a non settled part of your life or state of your life basically. So typically these are when you have bought your lovely property, you spend money on arts, lamps, furniture, carpets. Why would you then buy something that didn't add to this room? And that's where Bang and Olsen comes in. And then you can have beautiful speakers and TVs that adds to your room. And then we have the portable category and uh, the wearables. So the earphones and the headphones and these are a little bit more uh, from those who can come in from any direction basically. So it could be your first ever Bang and Ocean product where you buy your first pair of EarPods. But it could also be that you are a stage customer but you travel a lot. And then you want the speakers that gives you the best sound and the best noise reduction while you're on the move. And then you also lean into the Bang and Olsen offering more the beautiful design. Right. So this is how we sort of see the overarching trends. Uh, of course there are always gray zones on these, but this is quite clearly how we see the Bang and Olsen journey. And then obviously, if you already have Flex products and then turn into being a stage customer when you get more settled in, typically these Flex products move into secondary rooms or your summer house or your kids inherited and things like that. So they have a clear lifespan and life journey as well.

Speaker A: Luxury categories like watches, cars, fashion and furniture all create emotional connection, but sound is especially personal. Music is tied to memory, mood, relationships. Do you think that makes the customer relationship with Bang and Olufsen more intimate than other luxury categories?

Speaker B: Uh, that's hard for me to answer if it's more than other luxury categories, but I'm certain that it's one of the things that brings customer close to us for sure. I think like we also talked about earlier, that music is such an emotional, you could say dot on your lifespan or your life journey that it always does become emotional. I mean, it can make you cry, it can make you have goosebumps. That definitely are certain type of music that can make you super annoyed. Um, so I think it is a thing that really, really connects you emotionally. And I think Bang and Olsen is all about emotions. And, um, I don't think, if you rationally look at it, that we would only that would be the choice. It's definitely the beauty, the magic movements, the craftsmanship, the interaction altogether that brings you into the Bang and Olsen world.

Speaker A: Many people already have access to decent sound through phones, headphones, smart speakers, and streaming platforms. The challenge is not just solving a functional problem. It is a creative desire. So what moves a customer from thinking, I already have enough audio to I want a pair of Bang Olufsen H95 headphones in my life?

Speaker B: I think it's this combination of not having to worry. Basically, I think that's a starting point. So we have taken care of everything. It's well thought through and it's well executed. And then, uh, on top, you have that layer of craftsmanship and materialism where when you touch it and feel it, when you wear it, you, you just get confirmed and that you made the right choice. The cold aluminum, the soft leather, the way you can expand your ear cups and things like that. I think it gives you this pleasure, and I think it's the same. Well, uh, I, uh, tend to always say if you go into a banknote store and see our products, and if you go out without buying, you should really, really feel miserable. It should be something where you always

Speaker A: Think ah, be arrested.

Speaker B: Why didn't I, why didn't I buy this one? I need to go to talk to my bank accounter and then bank advice on make sure that I can get some of these. So it should be something that connects with you emotionally. Um, much more than restfully.

Speaker A: Bang and Olufsen is not everywhere. It doesn't currently feel like a dominant youth culture or mainstream tech status brand in the way Apple or Bose, Sony can and maybe you want it that way. How is Bang and Olufsen making itself more visually distinctive for the next generation of audiophiles?

Speaker B: It's interesting because what is happening is that our clientele is quite constant. Um, like we talked about before, there are different life phases where you buy into our different categories and we can just see that people are living with us through their lives and their life journey. And I think we are the ones who are and we have proven it with having been here for, successfully for 100 years that we are tapping into some core values that people buy into and understand and appreciate. Um, and I think we, and I'm confident actually that we will not move away from this um, approach to always strive to do the best ever possible for every um, you could say solution that we provide or experience that we provide.

Speaker A: Do you think younger audiences, the Gen Z and younger millennials, do they connect with your message?

Speaker B: I'm pretty sure that coming more and more in the global trend to look into things that last for longer, things that are consisting and are ah, based on quality is getting more and more broadly appreciated and um, something that you search for, um, and this is definitely our place in the world. So I think throughout age and location, um, and you could say nationality, I think these are shared core values that are globally accepted. So yes, I strongly believe in uh, a bright future for B and O with the young and also the more mature audience and everything in between.

Speaker A: I want to talk about B and O's atelier program. It's fascinating because it takes audio, which many people still think of as a telegraph technical product category and turns it into something much more personal through custom colors, materials and finishes. You have limited editions. What was the strategic idea behind Atelier?

Speaker B: It was, the starting point was that our uh, products are uh, designed so that they're incredibly flexible so you can actually maintain them uh, throughout your lifespan and even generations. And that inherit flexibility also enables us to actually make products that are unique. So a client can come in and then we can enter into a dialogue of what their preferences uh, are, how their interior is designed and then we can make products that fits exactly into their living space or stand out as much as they like. And I think being a luxury brand, the expectation is also that we can deliver something which is truly unique. And we can see already today that when we do limited editions, we have clients who come in and make limited editions of one offs of our limited editions, where they are starting, um, to change, interact with us and um, engage. And then we make them truly unique. And it's incredibly giving. And it's really, really nice to have this one to one contact with our client because it also gives us a much deeper understanding of their value sets and how they live.

Speaker A: Did you create the atelier program and even additions, um, you know, as a just a pure customization program, or is it really giving out a signal about where B and O sees luxury audio going?

Speaker B: And it's interesting because some like the conservative approach more that we had before, where you could say it was almost like three core colors and then it was purely recognizable as Bang and Olufsen.

Speaker A: Right.

Speaker B: We had the silver, the dark black, uh, color, you could say, and the more warm gold tone. I think if you are, uh, in a model world and there is a lot of information going on, you are bombarded with information all the time. I think this ability to also, uh, stand out and show other opportunities also is a signal to our clientele that we are alive and kicking. Right. So we are not stuck in conventions or limitations. We are constantly trying to offer the best, you could say, excitement to our clientele. And that doesn't mean that you have to buy into bright colors or exciting surfaces. We can tone it down or we can scale it up exactly to your needs. But I think it's a part of staying alive and always questions, uh, where we at. And we can clearly see that it's really, really successful, this business. So it's a growing business and we have very, very happy, um, clientele there. Ah.

Speaker A: You also played a major role in launching the company's automotive division, bringing premium sound experiences to brands like Audi and Mercedes and Aston Martin, each with very different identities and customer expectations. So when designing an automotive sound experience, is there an approach you take to ensure each system feels emotionally native to the brand, rather than simply sounding like a Bang and Olufsen system placed inside a different car?

Speaker B: Yeah, and I mean it's, I think it's sort of based on the same value set, you could say, although here we have to find a common, um, platform with the car companies. And what was super curious to me when I started was to really understand our own values as a Bang and Ocean brand, but then also really spend time in understanding our car partners value propositions, um, and what they wanted to achieve. And then when you find that common platform, then it's actually super interesting and super fun, um, because it teaches you how your own, uh, values are much stronger. Um, and it has been a great tool for me to also really, really understand, um, what Bang and Olsen should be going into the future.

Speaker A: So when you sit down with a Mercedes or Audi or any of those brands, what are the conversations that you have with them to get started in order to immerse yourself in their customers and their brand experience?

Speaker B: I think it's again, coming back to doing the best we can. So we want to create great sound experiences for any brand that we're working with. And then as I think everybody knows that we are incredibly strong in aluminum, which is a very recognizable, um, Bang and Olsen trait. And then the whole patterns are one of the key things that we are playing around with and that stands out with the, uh, different car plants we're working with. So it's about creating great sound experiences again. And then something that stands out is truly and beautifully. Bang and Olufsen. While sitting naturally in the different car interiors from different brands.

Speaker A: You've grown through several creative roles at B and O, from concept leadership to atelier to head of creative. And now you also have a board perspective. How has your understanding of the brand changed over that journey?

Speaker B: So the thing is, I think in the beginning, in the early days, I was very much connected to the product itself. In the beginning I was a concept manager, so I was managing external design agencies. So I was looking at these famous designers that we had from the past, um, and was standing on that platform and that was sort of my main focus. Now I see things much more like A and all. I'm also in the autumn on my career, you could say, in the sense that I have experience enough now to, I would say with as much safety, safety as you can steer us into the future, which is a good thing about getting older, that you have experience to make your decisions from, basically. So I've made many mistakes. I've made wrong decisions, I've learned from them. Um, so I don't do the same mistakes at the same time. I'm very fortunate to have a young, incredibly creative design team with a lot of ideas, um, that we can talk about and throw around and then we can dial in this, you could say, youthful believe and trust and ordering naive, um, drive to Just do something different with actually me being sort of the counterpart in ensuring that we're doing something that are connected, that has a logic progression and that steers us into a future where client can follow us. Um, and that sort of is a logical progression. And then we are lucky with the different categories. You could say that some are more playful and some we have to really think, um, and take care of our clients.

Speaker A: So, Kresten, my final question is the luxury item question, which I ask all my guests. So if you were stranded on a deserted island and you could only have one single luxury item with you, what would that luxury item be? It can't be any form of air or water transportation to get you off that island or anything that requires mobile service. So you can call somebody at B and O to get you off that island. It's just you on this lonely island, sand, sea, palm trees. But you still have one luxury item with you. What would that single luxury item be?

Speaker B: Yeah, and I think it's a really, really. It's a tricky question, actually. I've been struggling a little bit, I must say, because.

Speaker A: Save the best for last.

Speaker B: Yeah, I don't know. Or the difficult one, because, um, what is luxury? Right. Then I think sometimes it's also quite individual. And I think if you dive into my answer to this question, it doesn't really hold water sort of in reality. But what is luxury to me is that I have this old classic Honda, uh, off road or enduro bike. And my luxury time is with my bike. So I fix it, I work on it, I drive out in the countryside, sometimes alone, sometimes with friends. And this is the true luxury for me actually, in reality. So I think actually my one luxury item, if you see it more as a picture of freedom, of nerdiness and where you feel truly sort of relaxed and joyful, I would bring my old, um, Honda motorbike with me.

Speaker A: Kristin Bjorn Krabuera, creative director at Bang and Olufsen. Thank you so much for joining me on the Luxury Item.

Speaker B: It's been a pleasure. I really enjoyed it.

Speaker A: That's it for this episode of the Luxury Item Podcast Podcast. Thank you so much for listening. If you found this useful and entertaining, I would be really grateful if you can share it with a friend or colleague. I would love it if you subscribe so you never miss an episode. And while you're there, be sure to rate and review us on Apple Podcasts. It really helps other listeners find us. The Luxury Item podcast is a production of Silvertone Consulting. I'm your host Scott Kerr. Until next time, Sam.