Bang & Olufsen has opened its new San Francisco store at 146 Geary Street, in the Union Square area. The opening is the first wave of Bang & Olufsen’s California strategy and will be followed by new stores in Los Angeles and Palo Alto in 2026.
Though it has a footprint of 5100 square feet over two floors, the Union Square store is designed to offer an intimate, hands-on experience of the brand’s speakers and televisions. The store features curated, home-inspired vignettes that showcase how the products integrate seamlessly into everyday life. Guests can experience Bang & Olufsen’s products at their own pace, through guided demonstrations, or through immersive listening and viewing sessions.
Key features of the store include a customization lab, where guests can transform headphones and speakers into personalized keepsakes with precision laser-engraved monograms, messages, or special dates. The sculptural staircase serves as a showcase for original art by JGoldcrown, leading up to a tiled coffee bar where clients can explore the Atelier Program’s bespoke customization program. The flagship doubles as a design resource for homeowners, architects, and interior designers, supported by integrated smart-home automation.
Design Elements
The store emphasizes Bang & Olufsen’s Scandinavian roots and 100-year design legacy, while recognizing local architectural context. Designed by the Bang & Olufsen design team, the store makes use of Bang & Olufsen’s signature aluminum finishes, wooden features, and has drawn subtle inspiration from the moon shape found within the brand’s logo. The original brick wall has been incorporated as a key design element within the new retail space.
The space is designed to be immersive, luxurious, and deeply personal, allowing visitors to explore dedicated zones for listening and viewing on a wide range of Bang & Olufsen’s portfolio. Experiential listening zones throughout the space are curated with heritage artwork, modern furniture, and fully integrated sound systems so customers can experience the products as if they were in their own living rooms.
Beolab 90 Anniversary Editions
The San Francisco flagship will also host the unveiling of the first three in a series of five limited-edition speakers crafted by Bang & Olufsen’s Atelier in celebration of the brand’s centenary: The Beolab 90 Anniversary Editions.
- Beolab 90 Phantom Edition: The Beolab 90 Phantom Edition is a study in monochromatic drama and technical sophistication. Cloaked in deep black tones, the Phantom Edition channels the raw power of motorsport aesthetics into a sculptural form.
- Beolab 90 Mirage Edition: In stark contrast to the Phantom Edition, the Beolab 90 Mirage Edition is a celebration of color, elevating Bang & Olufsen’s anodization mastery.
For more information, visit bang-olufsen.com.
