I'll try to attach the instructions as I am not sure if they are on the site elsewhere. As you can (hopefully) see the metals rods slide into the casing of the TV, and are release with little hidden catches top and bottom (diagram 10 on the pdf).  The TV then needs separate rod assemblies to replace the bracket parts, if that makes sense! It may be best to unscrew the whole assembly from the wall and then remove the bracket part. EDIT:  The manual is also still listed on B&O's support page:  https://bangolufsenassistentgohe.blob.core.windows.net/manuals/TELEVISIONS/BEOPLAY%20V1/Wall_Bracket_BeoPlay_V1.pdf

Thank you Guy, This is really helpful as I had already removed the whole thing from the wall (bracket and TV) and was now considering how to take the next step. What a great support community!