Libratone’s Copenhagen Store.
How we brought our new brand identity to life in the heart of Copenhagen’s shopping district.
Last year was a year of transformation for us here at Libratone. As well as the launch of two award-winning new products – our smart speaker ZIPP 2 and Bluetooth TRACK+ headphones, we also embarked on a new brand identity – moving in a bolder, more colourful direction – that still stays true to our Danish roots.
A jewel in the crown of our new brand direction - which has played out in advertising, social media and with a new website, emerged in November last year, when we opened our first permanent retail store in Europe – here in our hometown of Copenhagen, on Østergade 26.
Libratone ZIPP 2 smart speakers
Whilst the rebrand was a team effort, Libratone commissioned local strategic design agency, Borg Brückner. They worked closely with Libratone’s own creative team, and the collaborator of our visual identity Twenty Ten to create the concept for the store, and were also responsible for the construction and delivery of the project last autumn.
Our store is designed to ensure visitors enjoy the full product experience within Libratone’s own homeland of Denmark. Located in the fashionable Strøget shopping area, in the heart of Copenhagen, the 65m2 Libratone store was formerly the home of a fashion retailer. Straight away this presented us with a challenge. Whilst the large store windows deliver great exposure and light – glass is not a great material acoustically. Which for an audio brand is important if we want to give customers the best possible in-store listening experience.
Libratone's Copenhagen store
Therefore, alongside drawing out the new brand identity, another major consideration for Borg Brückner was to compensate for the glass windows with other more favourable materials, working with acoustic specialists to help create the best possible listening experience.
The overall store interior was inspired by the natural elements most familiar to the Nordic region. Materials such as oak and concrete, have been creatively combined with Danish hygge touches, to create a contemporary, raw and warm design. Whilst Libratone’s lively and bold core colours are also prominent throughout the store. Mixed media showcases the new brand identity and brings the products to life for customers.
To highlight the capabilities of our ZIPP 2 Alexa smart speaker and its 360 FullRoom® to customers, the decision was also made to create a sound room at the back of the store, that can be closed off from the rest of the store to enhance acoustics and deliver added privacy. This allows customers to try our products like they would at home, in a hygge setting.
The sound room
Tourists and residents alike are invited to visit and discover more about our brand and experience our entire product line including TRACK+, Q ADAPT ON-EAR, ZIPP 2, ZIPP MINI 2, TOO, and ONE STYLE.
We also regularly host Libratone Live Sessions, featuring our Free the Sound musical artists performing, in an informal setting, in-store. To find out more on our in-store events follow us on Facebook and Instagram.
Pictures: Rasmus Hetoft.
