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Bang & Olufsen has unveiled its Beovision Harmony television, which can be transformed into a sculptural form when it is not used, during the design week in Milan.
The Beovision Harmony rests low on the floor, with two oak and aluminum hoods partially hiding the black screen.
When the TV is turned on, these panels unfold "like a butterfly opening its wings" and the thin OLED screen rises above them, at a height that is described as perfect.
"The presence of a big screen is rarely a welcome addition to living spaces," said John Mollanger, executive vice president of Bang & Olufsen's brand and markets.
"With Beovision Harmony, we wanted to create a meaningful object for the inside, which reduces the visual presence of television and turns it into something that people will develop emotional attachment to."
The Beovision Harmony panels also contain the audio system. The graduation pattern located at the front is actually designed to optimize acoustic performance.
The launch of television continues the trend of invisible technology that blends into the background. Panasonic also presents a prototype in this spirit at Design Week in Milan; his TV Showcase looks like a showcase when it's not used.
Until now, designers have taken several paths to make television disappear. While LG's roll-up TV can be tucked away in its basic unit in one click, the others have adopted two distinct approaches.
The first is to disguise the object in the manner of a painting resembling a table, designed by Yves Behar for Samsung, and the other is to make this object an abstract statement, as the Serif TV, designed by the brothers Bouroullec. also for Samsung.
With its hidden screen and sculptural form, the Beovision Harmony mixes these two approaches a bit.
While Samsung is arguably a pioneer in this kind of television set, Bang & Olufsen sees Beovision Harmony as an extension of long-standing design principles, rather than a response to a trend.
The company Capri TV from 1959 is a source of particular inspiration. The teak wood product was designed to "fully integrate" to the living rooms of the time.
A future iteration, the Capri 611 FM television, also contained a fully disguised radio cabinet in wood when it was not in use.
Bang & Olufsen presents these and other drawings as part of an exhibition at Design Week in Milan entitled "93 Years of Magic: A Dialogue Between Past and Present" from 9 to 14 April.
"We have shared an obsessive passion for nearly 100 years and our mission is to perfect the techniques used to reproduce sound and vision and to embody them in a design that people are proud to have at home," he said. Mollanger.
"Wood has always been an important aspect of Nordic architecture and furniture design because of its individual character, robustness and versatility, and we are proud to advance it in our Beovision Harmony. "
For those who like wood the least, Beovision Harmony is also available in two-tone gray and aluminum fabric. It can be placed on a stand or on a wall bracket.
The design incorporates a screen of LG – the 77-inch C9 OLED – as well as a "truly immersive" sound from the Bang & Olufsen speakers.
Other recent products of the Danish high-end electronics company include the Beosound Edge Rolling Speaker designed by Michael Anastassiades and Cecilie Manz's Beoplay P6 portable speaker with 360-degree sound.
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