From architecture to product design

In 1964 Jensen started working as chief product designer for Bang & Olufsen. By 1970s the company had received numerous awards for its product designs and devised a new slogan, “We think differently,” which was meant to embody the characteristics that made Bang & Olufsen different from other companies at the time. Through his time at Bang & Olufsen, Jensen developed over 200 products for the company. Jensen established a minimalistic, horizontal, and severe design style that became characteristic of his product designs.
His style involved using brushed aluminium, white and black plastic, smooth surfaces, futuristic controls, and simple shapes for products including amplifiers, speakers, tuners, turntables and other products.He redesigned standard knobs and dials, replacing them with clear-plastic panels, wafer-thin push buttons, and other innovative elements. Jensen is recognized as Bang & Olufsen’s minimal design idiom, and worked with the company until 1991.

“In my view, constructing a fountain pen, writing a poem, producing a play or designing a locomotive, all demand the same components, the same ingredients: perspective, creativity, new ideas, understanding and first and foremost, the ability to rework, almost infinitely, over and over. That ‘over and over’ is for me the cruelest torture."