The designer, Steffen Schmelling, was looking for things that inspired him to a wonderful waking up experience, and he thought of Mozart's The Magic Flute; a story with wonder music, where light defeats the dark, and where you have a mix between dream and fantasy. It was obvious to use the flute as the visual symbol of such an experience.
Navigation takes place with the square navigation button, and three separate displays - which feature dark text on a bright background - showing the present time, alarm time and the wake-up source. The current time is always visible, and due to the built-in motion sensor, the display backlight is activated just by touching BeoTime.
Source: Bang & Olufsen