When Bang & Olufsen launches a new product, dealers typically ring VIPs to invite them in-store for a demo. But Beolab 28 was in a pickle: there was a pandemic, and stores were closed. So we asked: why not give people a world premiere in their own homes? Using a cunning mixture of print and AR, we took these VIPs on a journey from their letterbox, to their living room for a live demo, to online where they could buy. This experience needed to feel exclusive and fun, but also solve a real business problem.