Natural materials, colour hues, saturation, lightness, surface treatments, textures – each of these matter. Having the right material in the right place matters. Together with sound and design, craftsmanship lies deep in our heart and soul. This is how Bang & Olufsen see it. If it looks like aluminium, it is aluminium. If it looks like leather, it’s authentic leather. If it looks like wood, it’s natural wood. They never mimic materials. They use the properties to make the products what they are – experiences. So not only do they look good, but the materials themselves are selected for functionality, quality and comfort. At Bang & Olufsen, their unique approach to conceptual design drives them to think in terms of experiences – and they use that story in the way they craft their products. Bang and Olufsen spend a lot of time going into detail. How will this material look under this light? How do saturation and hues affect the surface finish? They know that great design is about the unity of everything coming together as a whole. But miss one detail and you lose the whole. So again and again they pay special attention to the details. If you stimulate the senses through sound and beautiful design, the brain releases endorphins and you become happier.