HIDDEN’s mission is to make audiophile sound of tomorrow affordable to anyone today, by means of revolutionary technology and design.

The Most Intelligible Sound of the 21st Century
Trees and Cliff

Sustainable, Handcrafted Swiss Quality

Handmade technology products are becoming rarer by the day. Audiophile products in large series are increasingly all the same, with serious compromises in quality.

Hidden has invested all its time and energy to combine the seemingly impossible: To enable a part of the process to allow for high-tech, perfect industrial series products, which then are painstakingly finalised and fine-tuned in an old fashioned, hand-crafted methodology. Like a precious violin.

A Decade of Excellence

Based on a decade of experience in sound systems research and development, HIDDEN combines phenomenal high-fidelity performance with complete multi-channel versatility.

All products are researched and developed by HIDDEN’s own sound lab engineers and hand built by HIDDEN’s top master technicians in Belgrade, Serbia. All concepts are designed by our own creative team in Zurich, Switzerland.

Founded in Zürich, Switzerland,
by Igor Radojević, Vesna Jelovac and Jovan Jelovac, designed by sound.

HIDDEN creates sound the way Nikola Tesla described it best: “If you wish to understand the universe, think of energy, frequency and vibration.”


HIDDEN began in 2012 when Igor Radojevic, an accomplished jazz musician and sound system integrator from Belgrade, turned passionate audio researcher, recognised the need for speakers that could deliver unsurpassed performance combined with minimal visual intrusion based on the innovative DML technology. Such an innovative technology would enable mass affordability of high-end HiFi, which was until then reserved for a niche audience, and thanks to DSP properties, prepare the way for full advantages of digital sound solutions.


 Since foundation HIDDEN successfully designed and installed holistic audio systems in hundreds of commercial spaces with its team of sound engineers, offering customers a revolutionary proposition on the market: a lifelong guarantee combined with amazing sound quality and intelligibility, made possible by his own ingenious Digital Sound Processing (DSP) innovations. From now on HiFi audiophile sound could be produced in an entirely new, radically better sounding way.

Paradigm Shift

 Discovering this raw diamond, and recognising its stunning potential for consumers’ products, Brand New World from Zürich entered partnership with Igor in 2019, resulting in a new proposition, which unequivocally propels the brand to new markets and new lifestyle audiences, without compromising the founder’s original mission. The new project is based in Zürich, Switzerland, founded jointly by Igor Radojević, Vesna Jelovac and Jovan Jelovac.


 HIDDEN’s mission is to make audiophile sound of tomorrow affordable to anyone today, by means of revolutionary technology and design. Headquartered in Zürich, Switzerland, with main research and production facilities in Belgrade, Serbia, looking forward to develop new worldwide partnerships and a new digital consumer audience. After BNW’s investment into the development, design and production of consumer products, HIDDEN is ready for a global roll-out at the Milano Salone in 2022 with HIDDEN ECO and HIDDEN EVO.

HIDDEN HiFi Sound System

HIDDEN EVO and ECO mark the birth of the first sound system to bring the innovative DML Sound Technology to life with an iconic product designed for the new, global digital lifestyle.

All products are designed in Switzerland and made in Serbia, ensuring the best of both worlds for its consumer: a unique combination of high-tech R&D with high-quality, handcrafted craftsmanship - at an affordable price.

Visit us in the former industrial Werkstatt in leafy Enge next to Lake Zürich, to sample some amazing design, art and soundscapes, and check out where we come up with new designs and communication for HIDDEN.

Brand New World Salon Zürich, Lessingstrasse 15, 8002 Zürich.


Check out where it all started in the groovy creative neighbourhood of Dorcol, and if you’re lucky HIDDEN’s amazing R&D team will play some cool jazz and funk for your personal sound experience in our studio. 

Brand New World Salon Beograd, Rige od Fere 22, 11000 Beograd.