The brief: we’re launching a natural-aluminium earbud that should feel more like a piece of jewellery than a piece of tech. It’s built to last for years, too. My thinking: B&O has used natural materials for over a century. These textures live in our products, and in the landscape outside our window in Struer. It’s what makes us, us. Our take: "the sound of things to come". A concept shot in Jutland, Denmark, using the tones and textures of nature as a nod to home. And the story? Not about how many years the product will last, but about the memories you'll make with it.