Bang & Olufsen’s Audio Enters the Metaverse


In need of some world-class audio for your Metaversal home? Well, look no further. Bang & Olufsen is bringing its Danish design standards into the digital realm with its first NFT collection.

Dubbed “The DNA Collection,” Bang & Olufsen’s take on NFTs boasts design equally as high-end as its physical product offering. While you’ll struggle to indulge in its audio expertise through ownership of one, you’ll certainly get a feel for what the brand, its history, history, and design language are all about.

As the name may suggest, this selection of NFTs is an introspective take on all things B&O; especially, it’s taken a microscope to its flagship products and filtered them through a digital lens, masterfully representing craft and performance through art.

While the collection is a great project aesthetically, with B&O being an audio brand, it begs the question, why?

Well, SVP, Head of Business Development & Brand Collaborations, Christoffer Østergaard Poulsen shared the following insights with Highsnobiety: “From collaborating with Balenciaga earlier this year on a speaker-handbag hybrid, to entering the Metaverse with the DNA collection, we walk the line of respecting our heritage whilst evolving for the future and the shifting digital landscape.

This venture into the Metaverse allows us to extend our design and music-lover community that wants to be intrigued by thought-provoking projects and experiences, putting culture and innovation first. This is our first step into the Metaverse, and we are excited to be a part of the evolution as the creator economy and digital culture evolve.”

So, what’s included? Bang & Olufsen’s iconic Beogram 4000 turntable, Beoplay A9, and Beolab 90 speakers take point. The project is combined with art and music from leading Web3 artists and musicians, bringing the collection full circle.

In total, 1925 NFTs are available – a nod to the brand’s founding year. The NFTs will be randomly generated based on a pre-defined distribution of products and product traits.

After which, each holder will receive an Art Vial and Music Vial containing an artwork and music track that, when combined with the NFA via the Bang & Olufsen minting site, owners will receive a metaverse-ready 3D version of their NFTs.

As if that wasn’t enough, owners will be given access to future drops and have the chance to purchase a limited edition Beoplay A9 physical speaker. Truly spoilt.

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