Bang & Olufsen California. Designing the experience.
Over the past year, Bang & Olufsen California, the retail network operated by ASBIS Group, has expanded its presence in California with flagship showrooms in San Francisco and West Hollywood. The network continues to grow as preparations move forward for the opening of the Palo Alto flagship.
Each showroom brings together personalized consultation, system design, product demonstrations, installation services, and home integration expertise. The goal is to help customers explore Bang & Olufsen solutions in the context of their homes, supported by specialists who guide every stage of the project.
Nathan Schwegman, President of ASBC US, has been closely involved in the development of Bang & Olufsen California from the earliest planning stages through day-to-day operations. In this interview, he shares how the team approaches flagship showroom development, what defines a successful customer experience, and how the first locations continue to influence future projects.
Designing the showroom experience
A flagship showroom is only the starting point. Delivering a premium retail experience depends on every interaction, from the first consultation to the way products are presented and demonstrated.
“As owner-operators of the showrooms, every decision was made with the customer experience in mind. Our objective was to create an environment where customers could explore the products at their own pace while receiving personalized guidance tailored to their individual interests and lifestyle.
We carefully considered how clients would move through the space and how products would be demonstrated to highlight the performance and design that differentiate Bang & Olufsen in the industry.”
Customer feedback has been one of the clearest indicators of the team’s work.
“What has been especially rewarding is the positive response we’ve received from customers in both West Hollywood and San Francisco. Their feedback reinforces that we’ve achieved our goal. Customers appreciate the personalized attention they receive from our team and the opportunity to work with knowledgeable professionals to design audio-video solutions tailored to their homes and lifestyles.”
Engineering what customers don’t see
Much of the work behind a flagship showroom remains out of sight. Infrastructure, engineering, and technical systems are integrated into the space to support the customer experience without becoming part of the visual environment.
“The most successful technical solutions are often the ones visitors never see.
Throughout both projects, significant effort went into concealing infrastructure while maintaining flawless functionality. Audio wiring, networking systems, power distribution, and lighting controls were carefully located out of sight to preserve clean sightlines and a minimalist design.
We also paid close attention to room acoustics, lighting control, and seating comfort. Visitors may not consciously identify any single element, but they immediately recognize that the space feels different because every detail has been intentionally designed to enhance the overall experience.”
The same principle applies to the showroom as a whole.
“The environment often provides a customer’s first impression of a brand before any conversation takes place or any product demonstration begins. When the space reflects exceptional craftsmanship, attention to detail, and design excellence, visitors naturally associate those qualities with the products themselves. For a brand like Bang & Olufsen, where aesthetics and performance are equally important, the showroom environment becomes an extension of the product.”
Looking ahead
The first two Bang & Olufsen showrooms in the U.S. gave the team practical experience across every stage of flagship showroom development. That experience now supports the next phase of Bang & Olufsen California’s expansion as preparations continue for the Palo Alto flagship.
“The San Francisco and West Hollywood locations were our first two Bang & Olufsen showrooms in the United States, making them an important milestone in ASBC’s growth. The process taught us what it takes to successfully bring a flagship showroom from concept to grand opening, including site selection, showroom design, construction management, technology integration, merchandising, staffing, and day-to-day operations.
As we prepare to open our third location in Palo Alto, we are able to apply the lessons learned from San Francisco and West Hollywood while continuing to refine the customer experience. Each project strengthens our expertise and reinforces our commitment to creating destinations where clients can experience the very best of the Bang & Olufsen brand.”
Discover Bang & Olufsen California: https://asbc.us/