Jean-Loup Afresne on Devialet’s Art of Engineering Endurance
Entering the foyer of Devialet’s largest flagship store in the Asia Pacific region — located at the Grand Hyatt Singapore — I am greeted by Jean-Loup Afresne, Devialet’s chief product and technical officer. We make our way towards the store’s immersive Listening Room, where the interview takes place opposite the Devialet Phantom Ultimate — the successor to the original Phantom first introduced a decade ago. This latest iteration is described as French acoustic engineering at its finest, delivering pure, high-resolution sound through a radically striking singular silhouette.
Before beginning the conversation, I take note of Afresne — dressed in a casual navy shirt beneath a blue blazer and washed denim jeans. Calm and unassuming, he is every bit the image of an engineer whose work quietly speaks volumes. Seated to his right is Martin Ku — Devialet’s regional director — who joins the conversation to give his input on Devialet’s marketing and business-related strategies. Dressed in sharply tailored suit and pocket square he embodies the corporate polish that complements Afresne’s understated technical poise. Together, they reflect the dual essence of Devialet itself — an understanding of design and presentation.
While Devialet’s legacy rests on pioneering design and boundary-pushing acoustics, its reinvention of the Phantom Ultimate proves that masterpieces endure only when innovation is treated as a constant, not a destination. With over 250 patents, Devialet’s vision of sound as a cultural and lifestyle investment has redefined how technology integrates seamlessly into luxury interiors. From its decade-long evolution to its integration with modern smart home technology, Phantom Ultimate is as much about emotional connection to music as it is about technical perfection. In this exclusive interview, LUXUO explores how Jean-Loup Afresne’s quiet mastery of sound engineering anchors Devialet’s continual evolution in the world of luxury audio.
Design trends shift quickly — how do you approach creating products for Devialet that feel timeless rather than temporary?
Jean-Loup Afresne (JLA): Yes, so this is actually one of our targets — to make a product that lasts. From the beginning, in our development process for new products, we focus on finding solutions that will last for a long time. This is not just a wish; it is a strategic mindset. We do not think about products as something to replace every two years — we aim to make fewer products and improve them over time. That is why we started with an amplifier, then Phantom speakers, then Devialet Mania. Endurance and product longevity are really a strategic decision for us.
You mentioned strategy and strategic decisions, can you expand on what kind of strategies you go through?
JLA: The foundation of our product design strategy is to make products fully optimised for what they do. For a single target, there is only one optimised solution. If we take time to find it, then the endurance target is met. For example, with the Phantom speaker, the main target was compactness — something very compact without compromising performance or design. By focusing on this target, we arrive at one solution, ensuring the product lasts, which is exactly what we did with Phantom.
You were the engineer behind the original Phantom. Now with the Phantom Ultimate, can you explain what evolutions customers can expect and how it has changed over the last decade?
JLA: From the outside, the design looks similar, but it has been refined with improved details. Inside, everything has changed — electronic, mechanical and acoustic components. With Phantom Ultimate, we kept the architecture and system design unique to Phantom but upgraded all components to improve performance.
You have been with Devialet since the early days, moving from engineer to chief product and technical officer. How has your personal and professional journey shaped how you lead Devialet today?
JLA: Devialet today is the same as in the beginning: bringing exceptional sound experiences to a wider audience. Exceptional sound can bring emotion and enhance people’s lives. That has always been our target.
When you mention emotion, what kind of emotion do you want the consumer to have?
JLA: We don’t dictate specific emotions. We want users to connect with the music and they will react in their own way. Our products are enablers between the artist and the listener.
Engineering and design often have conflicting demands. As chief product and technical officer, how do you navigate that tension?
JLA: Our target is not to make compromises. Usually, technical constraints and creative design targets conflict and the easy path is compromise. However, we challenge everything: why a design choice exists, is it really necessary or just a habit or industry standard? By doing so, design and technology amplify each other rather than compete, which is why Phantom lasts so long.
Looking back at the original Phantom of 2015, what were the key lessons that inform your engineering process today?
JLA: The key learning was to never forgive shortcuts and to stay aligned with the target. For instance, compactness was critical. Even though an easier solution would have slightly increased the size, we pushed the design to meet our original target, which required managing more complexity but maintained our radical approach.
As Devialet launches globally — including Singapore — how do you adapt the brand’s positioning for local and regional markets?
Martin Ku (MK): Being a French brand is beneficial in Asia. We position ourselves as a luxury, audio and lifestyle brand, which is unique. French heritage brings rigour in design and development. Combining brand image, product experience and retail location creates a strong, unique positioning. Singapore — in particular — is our priority in APAC with two flagship stores. The market’s receptivity and fast decision-making help us expand rapidly.
Singapore is a hub for premium audio and luxury lifestyle brands. What role does this market play in Devialet’s global growth strategy?
MK: Singapore is the standard for Asia. Partners train and see stores here before expanding in their markets. It’s a benchmark location for launching new concepts and limited editions.
Audio products are evolving with connectivity and a seamless user experience. How does the Phantom Ultimate respond to these expectations?
JLA: The electronics have been improved, with a processor more than four times faster than the previous generation. Phantom Ultimate supports Ethernet, Wi-Fi and smart home integration. Future updates will ensure compatibility with evolving smart home protocols.
Technology and luxury increasingly overlap. Do you see Devialet as a tech brand, luxury brand or hybrid?
JLA: Technology is a means, not the target. Our products are positioned at the intersection of luxury, lifestyle and audiophile performance. Technology enables usability, aesthetics and extreme audio experience, without being showcased directly.
How does Devialet reach younger consumers while also appealing to traditional audiophiles?
JLA: We design timeless products rather than targeting a specific demographic. Music is universal, so our audience is wide. Partnerships — like with Fendi or Opera de Paris — allow reaching niche audiences while the base product appeals broadly. Custom finishes help adapt to different tastes without changing the product itself.
Devialet has collaborated with brands like Opera de Paris, Alpine and BYD. How do you approach these partnerships and are there industries you want to explore next?
JLA: Most partnerships come to us because sound has become more important than ever. We can select which partners to work with, often bigger companies than ours. We are now in planes, automotive, TVs, etc. Future opportunities could be in architecture and interior design, integrating audio experiences from the start of a project.
With competitors like Bang & Olufsen and Sonos, what sets Devialet apart?
JLA: Devialet combines Hi-Fi-level audio quality with accessible, stylish, reasonably priced products. Competitors often focus on design or connectivity but don’t match extreme audio quality. Our product works both in lifestyle and high-performance audio spaces.
Sustainability is key in luxury. How does it factor into Phantom Ultimate’s design?
JLA: Material choice matters, but longevity is the main point. A green product is one that lasts. Many customers still use their first Phantom after 10 years, proving our approach.
What does success look like to you personally — recognition, adoption or product impact?
JLA: Success is about the emotion we bring to people’s homes. For example, a customer wrote about how Phantom allowed him to enjoy music again with his family, which was the ultimate success.
There is a revival of 2000s analog-style music. How does Devialet contend with this trend?
JLA: It doesn’t compete; it complements. We recently held an event for vinyl listening. Phantom can faithfully reproduce analog sources — it’s an enabler, making listening pure and genuine.
As someone who created it, how do you personally enjoy the Phantom Ultimate?
JLA: I play music at home all the time — when waking up, cooking or doing other tasks. Phantom’s goal is to provide excellent sound even during daily activities, not just when sitting down to listen carefully.
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