Bang & Olufsen is one of those brands that plenty of people recognise in spite of the fact they don't really have a full sense of who they are or what they do. You might have a vague notion that it's a luxury fashion brand, or a maker of fancy tech accessories. You might have read about cars or phones with "sound by Bang & Olufsen", so maybe it's an audio engineering company?

It is in fact a 91-year-old maker of high-end (read expensive and very good quality) domestic electronics, with a particular bent towards audio.

The new flagship store, on the corner of Russell Street and Flinders Lane, feels a lot like a Rolex boutique or Mercedes showroom – uncluttered and styled to convey a sense of opulent lifestyles. But there's also a feeling that the Australian branch (bouncing back after being acquired by Emerald Group Investments last year) really wants to connect with those wandering Melbourne's Paris end and show them what the brand is all about.

The theme of the space is definitely interconnectivity, with all the amazingly weird Danish speakers, subwoofers and other accessories designed to work together with B&O's multi-room system to give you control of the media throughout your house. While in the store it's easy to imagine yourself in an eccentric audiophile's home, surrounded by everything from an abstract cylindrical alarm clock that can control your bedroom's lights and entertainment centre, right through to the $100,000 pair of BeoLab 90 loudspeakers – which have their own soundproof listening room in the store – which you can control with a fancy wooden tablet that learns your musical tastes over time.

An intriguing pneumatic wall at the back of the store has rotating panels to make sure only the speakers you're currently testing are visible – with all the others hiding out of sight – but the stream of music remains constant, making for easy sound comparisons.

And speaking of rotating, the middle of the store is given up to couches on motorised pedestals, which can be used to show customers different combinations of TVs and speakers without them having to get up and walk around.

The TVs themselves offer everything you'd expect from a regular high-end send – HbbTV, plenty of HDMI slots and connectivity options, customisable picture modes – but with the addition of motorised stands, compatibility with B&O's multi-room sound system and an integrated audio cabinet that gives the whole set a unique square look.

If you're looking for a break from the sensory assault of beautiful equipment and harrowing price tags, a coffee area and a raised display of the youth-focused "B&O Play" products might offer some respite, but even these are designed to give clear views of the intricate, interactive displays.

The Play stuff, by the way, is still high-end in build, appearance and price, but it's much smaller in scale and a lot more accessible than most of the products on the floor. Highlights include the satellite-like A9 stereo, portable Bluetooth A1 speaker and leatherbound H6 headphones. Like most of the gear in the store, it's all set up so you can touch it, plug in your own device and use the store Wi-Fi to stream your own favourite tunes through it.

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