Music has always been part of our world, giving life to great moments. A deep impression, able
to produce contrasting emotions: we often take part in clashes between generations and tastes,
defending our favorite artists. However it’s not a barrier, but a great flow in which everything is
connected, even among the farthest genres.
Thanks the longevity of the brand and his products, ageless and handed down trough generations,
B&O is uniquely positioned to solve this divisions. That’s why we designed THE LOFT, an open
space with various instruments and hosting a bold social experiment. Inside it, 10 pairs of artists
chosen by their mismatch of style, age and personality will clash to create a playlist all about their
diversities. The project will be then declined between new and old media, such as a digital series
on Amazon Prime and a vinyl record, tangible and collectible.