Conversations in sound

Inside Atelier: The art of co-creation

In luxury design, nothing is accidental. Materials are chosen with intent. Light is sculpted. Proportions are studied. And increasingly, products are expected to reflect their owner’s personality and unique taste.

In conversation with Massimo Capaldi, Head of Atelier at Bang & Olufsen

At Bang & Olufsen, Atelier exists precisely at that intersection, where craftsmanship, technology and personal expression converge into something designed, not merely specified. For Massimo Capaldi, Head of Atelier, the distinction is clear from the start. “When we speak about Atelier, we’re not speaking about one solution,” he says. “We’re speaking about multiple levels of expression.”

At one end sits the Atelier Catalogue, a curated universe of colours and finishes developed by Bang & Olufsen designers. Every tone, every material combination is intentional. Clients can mix and match within this framework, creating near-infinite configurations while staying true to the brand’s design language. “It’s freedom,” Massimo explains, “but freedom within a coherent system.”

Then comes Bespoke. Here, the conversation deepens. “We take inspiration from their passions, their materials, their story, and translate that into a loudspeaker or television,” he says. The process is collaborative. It can begin with something simple, like matching a precise architectural colour. Or it can evolve into integrating a client’s own wood into a speaker cabinet.

“It’s a true co-creation journey,” he continues. “Not just selecting options, but building something together.” And yet, no matter how expressive the request, one principle never changes. “The sound remains Bang & Olufsen. The tactility, the finish, the performance. Unchanged.”

Massimo speaks from experience. Coming from the automotive luxury world, he knows customisation at scale. “You cannot tell your clients, ‘Yes, we’ll personalise it, but you must accept a compromise.’ That’s not luxury. In every single Atelier co-creation there is no disclaimer, no trade-off. Performance and quality are non-negotiable”

“Bespoke products are a true co-creation journey. Not just selecting options, but building something together. Yet, the sound remains fully Bang & Olufsen. Unchanged.”
Massimo Capaldi
Head of Atelier

Craft image of a Beolab 28 speaker floor stand with anniversary pattern

Atelier is built on mastery of materials - aluminium, wood, acoustic textiles - refined over a century. Forms remain true to their engineering integrity. Expression happens through colour, materiality and finish. But beyond craftsmanship, there is something deeper at play.

“Every Atelier piece tells a story,” Massimo says. “Why did you choose that shade of green? Why that contrast? There is always a reason.” That reason becomes attachment. And attachment drives longevity. “Our products are designed to last generations. And when a product reflects your identity, the attachment becomes even deeper.”

Beolab 90 Atelier Editions, Titan, Shadow, Zenith, Monarch, and Mirage

Massimo smiles when speaking about the Beolab 90 Atelier Anniversary Editions: five radical interpretations of the flagship loudspeaker, produced in extremely limited numbers.

“We really pushed the boundaries,” he says. “Different materials. Different components. Each one tells a completely different story.” For Massimo, the project represents something deeper than experimentation. It is proof of what Atelier can achieve when the excellence of Bang & Olufsen’s engineers, artisans and designers comes together.

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