virgil abloh revisits the dieter rams-inspired BC02 alarm clock for braun

earlier in february 2021, german consumer products company braun announced a collaboration — for the second time — with virgil abloh on their instagram account. ‘to start the conversation around the role of design we joined forces with one of today’s foremost creative designers, virgil abloh, reimagining a braun icon from the past 100 years,’ reads the post’s caption. 

images courtesy of braun and off-white

to kick off the collaboration, braun and abloh unveiled the BC02 clock, a new alarm clock by abloh’s italian luxury fashion label, off-white, that is derived from the famous AB1, designed by dieter rams and dietrich lubs in the late 1980s. the collaboration encapsulates braun’s expertise in the creation of high quality and extremely durable products with the contemporary touch of off-white. the alarm clocks come in two different colors — bright orange and a pale blue hue that were chosen because abloh wanted to create an object that ‘stands out in an interior setting design.’ the technical specifications of the BC02, square-shaped (57mm x 57mm) battery-powered alarm clock include a case and dial with a matte finish, quiet precision quartz movement, and a crescendo sound alarm.

the clocks are priced at USD $70 and you can get them online or at selected off-white boutiques. as for what other surprises the collaboration will unveil, we heard that abloh will be updating the wandanlage, dieter ram’s famous stereo system for braun.

‘I have always had a deep appreciation for braun’s design – iconic design that’s built to last.’ – virgil abloh

project info:

name: BC02 clock

design: virgil abloh + off-white

company: braun

buy: here