The Middle East’s flagship shop is transformed into an elevated home studio with a customized take on the new Sensory Store Concept 2.0. Part of a larger-scale global project, the update reimagines elements from the then 8-year-old SSC in a way that harmonizes the brand’s core values of sound performance, timeless design, and artisan craftsmanship into the physical environment through considerate zoning, customer journey, materiality, optimal acoustic conditions, and luxurious furnishings, which come together to offer an unparalleled sensorial experience. Located in The Dubai Mall, this particular site features specialty treatments that play upon the existing architecture of the shell to create a more premium destination. For instance, the large structural columns throughout the store are clad in hand-crafted aluminum panels, referencing B&O’s signature material and rich heritage.

Designed with distinct zones planned around the product categories—Activation, On The Go, Flexible Living, and Staged—each area invites visitors to engage deeply with the diverse portfolio based on their functionality. Each display fixture is uniquely designed to showcase the innovative audio and UI capabilities of the products. The Activation Zone utilizes plinth-like displays in the center to demonstrate the 360-degree listening experience. The On The Go Zone features smaller modular attachments to showcase ever-changing seasonal color options and make service more approachable, while Flexible Living and Staged are arranged for guided demonstrations, all with repeating wall panels that help define zones and enhance the store’s acoustic experience.

By harmonizing innovative design with B&O’s legacy, this flagship store offers an immersive auditory journey in a sophisticated and inviting environment.