B&O PLAY by Bang & Olufsen has opened in Copenhagen Airport (CPH), which represents the consumer electronics retailer's first airport store.

In keeping with the travel hub's focus on design and luxury, the B&O PLAY store has been designed with a younger and digital lifestyle audience in mind, and features the latest innovations in audio electronics.

The store is located in the Nytorv area of the airport, where a number of luxury brands – particularly in the fashion space – have opened in recent years.

Henrik Taudorf Lorensen, corporate vice president of B&O PLAY, commented: "CPH is the premier gateway linking the Nordic region with the rest of the world and provides a unique and highly appealing audience for us in a dynamic and luxurious environment. 

"Our products bring a perfect combination of technological excellence and emotional appeal, ultra ease of use and the sheer fun associated with our range. 

"The B&O PLAY store is uniquely designed to entrance the traveller's mindset, invoking curiosity, positivity and energy and, most of all, a truly memorable experience of their interaction with us at CPH."

Fashion plays a key role in the new line-up at Copenhagen's main travel hub, with Italian label MaxMara recently opening its first European airport location there. Meanwhile, existing brands BOSS and Hermes will re-locate to larger sites later in 2014 and the airport has recently signed new contracts with Gucci, Burberry and Mulberry.

Lise Ryevad, director for airport service at CPH, said: "We are challenging ourselves to develop and refine the accessible luxury segment of our retail proposition and these new openings are perfect examples of the exciting and dynamic brands we seek to partner with, keeping CPH in perfect sync with Denmark's reputation for fashion and cutting edge design.  

"You can expect to see a constant stream of dynamic and cutting edge shopping experiences in 2014 and beyond."