From Sound to Scent: Inside Transparent’s Sensory Universe
Known for its minimalist objects and distinctive design, the Swedish audio brand presented its immersive universe at the inaugural edition of Shoppe Object Paris.
At Transparent, sound is never considered on its own. The Swedish audiophile brand works across different senses to create moments and sensations. From its sculptural speakers to its minimalist aroma diffuser, Transparent develops objects designed to offer a sensory experience while keeping technology at the core of the project. We spoke with Magnus Wiberg, one of the brand’s co-founders, on the stand.
Can you tell us the story behind Transparent?
Transparent is a Swedish company founded in 2012. From the very beginning, the idea was to create modular electronics designed to last over time. We wanted to make technology easier to understand and, above all, easier to upgrade. At the time, modularity was still quite uncommon in electronics, and we saw a real opportunity in that approach.
This design philosophy first took shape through audio products. Over time, our approach expanded into modular electronics that engage different senses. In recent years, we have worked with hearing and sight, and today we are exploring a new dimension with smell through the launch of our aroma diffuser. But the core of the project remains sound, how people listen to it, and the environment in which that listening happens. Our goal is to create immersive experiences. It is quite a conceptual approach.
How do you find the balance between creativity and functionality?
Everything starts with functionality. That is really the core. The sound needs to be excellent, and the features need to be flawless. Then it becomes about finding different ways to challenge existing norms. It is not always about adding more features, but rather about rethinking how things actually work from an electronic perspective. Design, of course, is also very important for us. Our visual identity is quite strong. We found our design language thanks to our co-founder and creative director Per Brikstad. He has a very precise eye for design, and that plays an essential role in the balance between technique and emotion.
What made you want to take part in Shoppe Object Paris?
We were already part of the very first editions of Shoppe Object in New York. We know the team well and their ability to create strong environments has always mattered to us. We also took part in Matter and Shape last year. Shoppe Object Paris represents an interesting combination of materials, forms and objects that resonates with the way we work. And of course, coming to Paris is always something special. The atmosphere, the city, the people, all of that matters. We are simply very happy to be here.
Why is an international platform like this important for the brand?
It is very important for us to meet people in person. That is really one of the foundations. Being able to meet people directly, receive feedback on what we do and feel their enthusiasm is essential. When you work with sound, fragrance and the senses in general, the physical space becomes fundamental.
