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DENMARK. Copenhagen Airport is to open the first airport store dedicated to Bang & Olufsen’s B&O Play brand, as well as extending its luxury portfolio. The move was first flagged by The Moodie Report last month.
B&O Play, described as the “cult hi-fi” brand from Bang & Olufsen, opens this month in the Nytorv area of the airport.
The new store will host an extensive collection of B&O Play’s range of audio-visual products, including the BeoPlay H6 headphones and BeoPlay A9 music system.
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“We are challenging ourselves to develop and refine the accessible luxury segment of our retail proposition.“ |
Lise Ryevad Director Airport Sales Copenhagen Airports |
Copenhagen Airports said: “The B&O Play brand focuses on a younger and digital lifestyle audience seeking travel products such as headphones and portable speakers and TVs.” The products are “intuitively easy to use”, it said, while offering “craftsmanship, design and luxury”.
B&O Play Corporate Vice President Henrik Taudorf Lorensen said: “CPH is the premier gateway linking the Nordic region with the rest of the world and provides a unique and highly appealing audience for us in a dynamic and luxurious environment. Our products bring a combination of technological excellence and emotional appeal, ultra ease of use and the sheer fun associated with our range. The store is designed to entrance the traveller’s mindset, invoking curiosity, positivity and energy and, most of all, a memorable experience of their interaction with us at CPH.”
Copenhagen Airports is building its focus on luxury goods with a series of openings.
Italian ready to wear label MaxMara has selected Copenhagen Airport as its first travel retail location in Europe. In addition, existing brands Boss and Hermès will relocate to larger sites later in 2014.
The airport has recently signed new contracts with Gucci, Burberry and Mulberry, while local brands Ole Lynggaard and Georg Jensen have signed contract extensions. The airport noted: “This strengthened portfolio of fashion boutiques gives the Nytorv area the curated ambience of a small luxury neighbourhood.”
Recently the airport hosted a campaign, “It’s Fashion Week – Travel in style”, as a prelude to Copenhagen Fashion Week. The event featured three of Denmark’s most popular fashion brands, Wood Wood, Baum und Pferdgarten and Anne Sofie Madsen, which showcased their ranges for spring and summer 2014.
Director, Airport Service Lise Ryevad said: “Our passenger profile continues to evolve as we continue to attract new airlines and new routes and bring an ever-evolving stream of both emerging and established consumer groups, so it’s vital that we fine-tune the CPH shopping experience to address passengers’ needs.
“As such, we are challenging ourselves to develop and refine the accessible luxury segment of our retail proposition and these new openings are perfect examples of the exciting and dynamic brands we seek to partner with. You can expect to see a constant stream of cutting edge shopping experiences in 2014 and beyond.”
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Bottega Veneta is one of the recent additions to the fashion portfolio |
She added: “The Nytorv area is evolving into powerful, luxury retail space with strategic adjacencies of major labels such as Bottega Veneta, Hermès, MaxMara and Boss, combined with local hero brands to power a unique Sense of Place.
“The latest signing is Ole Mathiesen luxury watches, which is expected to open late summer and will include brands such as Jaeger Lecoultre, Omega and IWC. We are especially delighted and proud to welcome B&O Play to our airport as this further emphasises our shared identity with the Danish reputation for world class design.”
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Copenhagen Airport introduced travellers to some of Denmark’s top designers during a recent campaign, one of a series designed to capture travellers’ attention in the upscale Nytorv area |
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