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Bang & Olufsen have announced a brand new sub-brand dubbed B&O Play, as well as its first signature product, the BEOLIT 12 AirPlay Speaker. Drawing inspiration from the art, fashion and furniture scenes, the brand’s aim is to create products that haven’t been touched or meddled with by the consumer electronics world. The result is the BEOLIT 12, a portable sound system with AirPlay technology and an extreme attention to detail. While the brand doesn’t expect B&O Play to be for everyone, it should certainly be on the radar of all purveyors of music.