VELIX

How might we redesign an existing product to form a new meaning and expression?

Duration: 14 Weeks

Existing Product

Bang & Olufsen Beosound 2

High-end home speaker that fits seamlessly into a modern home environment.

Persona

Age Group: 30-50

Affluent
Design-conscious
Comfortable with technology

Behaviors

Comfortable with technology and smart home integration
Clothing: Minimalist, neutral color palette, quality brands
Accessories: Premium watch, leather, quality over flashy logos

Attitudes

High status awareness,
Appreciates exclusivity
Strong brand awareness
Willing to invest in high-quality experiences

Core Values

Intentional consumerism
Quality > Price
Efficiency and simplicity

How might we transform Beosound 2 into an emotionally expressive object that reflects identity, energy, and social presence rather than passive listening?

New Branding Expression

“object” → “experience + personality”

Expressive
Energetic
Immersive
Social
Interactive

Inspiration

New Target User

Demographics:

Age: 18–30
Urban / student / young professionals
Creative fields (design, music, content creation)

Psychographics:

Values self-expression
Attends concerts/festivals
Shares lifestyle online
Sees products as identity signals

Aspirations:

Standing out socially
Creating immersive environments
Blending tech + lifestyle

Exploration

The immersive experience I wanted to focus on was ambient lighting that would change colors/move in sync with the music. I explored different spiral and twisted forms.

Twisted helix form with touch screen user interface in center.

Explored more expressive, centerpiece-like forms focusing on immersion by using soft, responsive materials and ambient lighting synced to music, along with a clearer user interface for play/pause and volume control.