If They Feel Excessive, They are Probably Not Meant for You

The Setup

Bang & Olufsen’s Beolab 90 Atelier Editions push the brand’s most extreme speaker into collector territory. Limited to ten pairs per edition, Phantom and Mirage reinterpret the Beolab 90 as sculptural objects, finished by hand at Factory 5 in Denmark and unveiled through curated cultural spaces rather than mass retail. With 8,200 watts, 18 drivers, and advanced beam forming technology under the hood, the technical foundation remains uncompromised. What changes is the frame around it. These speakers are meant to be seen, discussed, and lived with as much as they are meant to be heard.

Bang and Olufsen takes an already extreme piece of audio engineering and frames it as something you encounter and journey through. Limited quantities, controlled settings. The physical markers like certificates and touring presentations shift these speakers out of the consumer electronics category and into the collector mindset. Phantom and Mirage give buyers a clear choice of design without expanding the line or softening the boundary around it. Tying the editions to the brand’s hundred-year history adds credibility to the romance. Let's just say you don’t stumble into owning these.

The Breakdown

Brand Positioning and Identity