Swarovski Optik manufactures hi-end binoculars for bird watchers. The aim was to develop a series of bags and accessories as well a shop-in-shop solution for these binoculars and the telescopes the company produces. Key words were: ease of use, comfort, clear lines and high-end materials. I started the project with a process of thorough market research and worked in intensive collaboration with Daniel Swarovski to define the strategy. Martijn Wegman, Efrat Friedland and Marije Franssen were commissioned to design the objects.