Encountering the Circle of Sound

Inspired by the circular design of the A9, Bang & Olufsen marked its 12th anniversary with “The Art of Sound,” a collaborative campaign featuring brand ambassador Lay Zhang, singer-songwriter Penny Tai, and a selection of lifestyle brands. Centering on the theme of connection, the brand blended music, aesthetics, and everyday life into a unified narrative. Through artistic co-creations with illustrators and musicians, along with immersive offline experiences, Bang & Olufsen reinterpreted “The Beauty of Sound in Life”—where people naturally meet and connect through the resonance of sound.