On June 27, 2023, SWAROVSKI OPTIK, a leading manufacturer of high-precision long-range optics, is opening its first ever store at the Swarovski Kristallwelten site in Wattens, Austria.
This is the next important step in the family-owned Tyrolean company’s growth strategy, with a particular focus on direct exchanges with nature lovers all over the world. The new store presents the complete range of binoculars, spotting scopes, and accessories, as well as the brand’s own gear collection.
Concept and interior design: feel the love of nature
“At Swarovski Optik, we have put our love of nature at the heart of everything we do. The concept of the new store is also guided by this. When you enter the store, you can feel the love of nature at first hand. In the structural implementation, we have placed the highest value on the use of durable and natural materials. The clay wall is a nice highlight for me. I am also pleased that many elements of the interior were realized with local crafts businesses who are located within a maximum radius of 90 miles (105 kilometers)," says Carina Schiestl-Swarovski, Chairwoman of the Advisory Board and Supervisory Board of Swarovski-Optik AG & Co KG.
The high-quality interior design incorporates natural and durable materials such as ash wood. On the back walls, vertical strips of wood create an impression of depth, inspired by forest views. A clay wall, stones from a nearby quarry, and a striking tree rootstock bring the natural world inside, while the large glass frontage creates a seamless transition to the outdoor environment and opens up amazing views. A cozy lounge area invites visitors to relax and enjoy the stunning Tyrolean mountain scenery. The roof of the new Swarovski Optik store is covered with lush greenery consisting of local plants such as ivy, wild grapevine, hops, and grasses. Outside the store, there is another attraction: the Swarovski Optik MEX e-bike. This allows visitors to easily try out a wide range of long-range optics directly on site.