Braun and Virgil Abloh join forces on a new alarm clock design

Drawing on Virgil Abloh's ‘taking the familiar and making it new’ design motto, the new collaboration between Braun and Off-White features the iconic BC02 alarm clock in new bold shades

Braun by Off-White c/o Virgil Abloh alarm clock
(Image credit: press)

Braun and Virgil Abloh's Off-White renew their partnership to launch a collaboration based on the German brand’s classic BC02 alarm clock.

A modernist design derived from the AB1, the iconically simple alarm clock designed by Dieter Rams and Dietrich Lubs in the late 1980’s, the new design was updated by Braun to improve arm movement and integrated lighting. Braun is no stranger to collaborative interpretations of its classics, having given over the alarm clock to Sir Paul Smith for a limited edition in 2020. 

Braun by Off-White c/o Virgil Abloh alarm clock

(Image credit: Braun and Off-White)

Abloh has always been transparent about his admiration for Braun’s iconic, modernist household objects and with this collaboration he can now leave his distinctive mark on this relevant piece of design history. ‘I have always had an appreciation for Braun – iconic design that’s built to last,’ he said. 

Braun by Off-White c/o Virgil Abloh alarm clock

(Image credit: press)

Available in two limited edition colorways, the BC02 battery-operated alarm clock by Off-White combines Braun’s design integrity with Abloh’s visionary approach to domestic objects. Merging minimal industrial design and functionality with a new artistic vision, the collaboration instils a novel contemporary aesthetic into a design classic. 

Braun by Off-White c/o Virgil Abloh alarm clock

(Image credit: press)

Available in white, black, red and blue in its original version, the new Off-White c/o Braun BC02 alarm clock comes in bright orange and powder blue, and is finished with Off-White’s distinctive branding placed alongside with Braun’s own visual identity on both the clock’s face and its back as well as the packaging. The new Pantone shades were chosen by Abloh to ‘stand out in an interior design setting’, and give new bold character to the square objects.

The collaboration also marks the first steps of a new partnership between Abloh and Braun, which will see the designer reinterpret a Braun piece from the past century in a questo to open up the conversation on the role of design today.

INFORMATION

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Rosa Bertoli was born in Udine, Italy, and now lives in London. Since 2014, she has been the Design Editor of Wallpaper*, where she oversees design content for the print and online editions, as well as special editorial projects. Through her role at Wallpaper*, she has written extensively about all areas of design. Rosa has been speaker and moderator for various design talks and conferences including London Craft Week, Maison & Objet, The Italian Cultural Institute (London), Clippings, Zaha Hadid Design, Kartell and Frieze Art Fair. Rosa has been on judging panels for the Chart Architecture Award, the Dutch Design Awards and the DesignGuild Marks. She has written for numerous English and Italian language publications, and worked as a content and communication consultant for fashion and design brands.