Brand Spirit
![](https://minimalissimo.com/media/pages/articles/4/brand-spirit/50b0f757b1-1707244201/brand-spirit-01-600x-q60.jpg)
BeoPlay A9 is the latest creation of the renown electronics brand Bang & Olufsen and the winner of the prestigious iF award 2013. The laconic piece is a speaker, the one you wouldn't want to hide. Here is how designer Øivind Alexander Slaatto describes this work:
Sound travels in circles, like waves around a stone when it hits the water. Circles defines the grid of everything in this design and the result is obvious, minimalistic and poetic. I aimed towards a design, that looked more like a piece of furniture than as a machine.
I love the versatility of the design. It can perform equally well as a free-standing speaker or a wall piece, mounted via an optional wall bracket. Check out the video to see how BeoPlay A9 was crafted.
A printed visual exploration of built environments within the spectrum of minimalism in 232 pages