Yu Yamada
The Sound of Ambience
Tokyo-born buyer Yū Yamada is known for his sharp eye, curating everything from furniture to food for stores and exhibitions. We expected him to be passionate about sound, but his thoughts on the Beosound A5 and Balance revealed something more unexpected—and more personal.
Though deeply creative, Yū Yamada doesn’t listen to much music. “I can’t multitask while listening to music — I either tune it out or get completely absorbed,” he says. He uses the Beosound A1 and Beoplay P2, both designed by Cecilie Manz. Her minimalist, tactile designs drew him to Bang & Olufsen. “I’m more into how things look than specs,” he laughs. “Like with cars, I care about comfort, texture, and form. Great sound is a bonus.”
When it comes to sound in his work, Yū Yamada keeps it minimal: “I leave it to the professionals,” he says, referring to the ambient soundscape in his office, created by sound designer Go Hiyama. “Too much sound is distracting.” He listens to music only when fully focused — usually while traveling or relaxing at home. Lately, it’s been world music; artists like Glass Beams, a trio blending Indian roots with raw, modern energy. “Young people mix cultures so well — it makes me want to listen more seriously,” Yamada says. “Sometimes I just sit and do nothing else, just to hear the music properly.”
Yamada values choosing where he listens to music, something as flexible as Beosound A5 supports this perfectly. Since spending more time at home post-pandemic, he often listens while relaxing or cleaning on weekends. His home, built in 2021, has an open atrium but limited sound carry between floors. “To fix that, I synced my speakers across rooms. It makes moving through the space seamless, and shows how sound can truly shape an environment.”
Yamada’s home is filled with diverse objects, where the Beosound A5—designed by Danish duo GamFratesi—fits right in. “It blends beautifully,” he says. “It has the presence of a real basket, striking a rare balance between natural materials and refined design.” He appreciates the range within Bang & Olufsen’s lineup: “From Cecilie Manz’s industrial feel to GamFratesi’s warmth—it’s a good mix. A Danish brand working with Danish designers to create something this thoughtful? That’s the ideal.”
Yū Yamada (Buyer)
Born in Tokyo in 1976, Yū Yamada began his career as a buyer at IDÉE SHOP before going freelance and founding method inc. in 2007. His work spans store development, education, and curation, both in Japan and abroad.He is now the Representative Director of method inc., a Visiting Professor at Musashino Art University, and serves as Chief Judge for the Tokyo Business Design Award and a judge for the TOKYO MIDTOWN AWARD. Notable projects include Souvenir From Tokyo at the National Art Center, 21_21 SHOP, GOOD DESIGN STORE TOKYO by NOHARA, made in Pierre Hermé, Factory Festival in Tsubame-Sanjo, and NOT A HOTEL.
Listening to Spotify on the Beosound A5 and Beosound Balance
CREDITS: Yoshinao Yamada
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