Primare is a Scandinavian company, and many of the distinctive characteristics of the brand are rooted in Scandinavian culture – in a particular way of living, and of experiencing music and film.
An inherent part of the cultural landscape of Scandinavia is the idea that in all things there should be a sense of proportion and balance, of all elements working cohesively together.
Lagom (“laah-goam”) is the Swedish word for this: roughly meaning “just the right amount.” Not too much. Not too little. Everything in perfect balance, harmony, and proportion.
Implicit in our definition of lagom is the sense that no aspect of a Primare product, in either appearance or performance, should draw attention to itself – that the music should be the primary experience and the perception of technology at work should disappear.
For thirty years Primare has embodied this holistic design approach. Each and every product is a harmonious blend of technology and functionality, the components having been developed to deliver effortless audio purity and ease of use.
The many design and production innovations that enable a Primare component to deliver uniquely harmonious and balanced performance can be illustrated, but there is no measure of its ability to exhilarate and satisfy. That feeling is immeasurable. Ultimately, and true to this idea of lagom, the Primare experience simply feels right.
Lagom – when things simply feel right. You will know it when you see and hear Primare.

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