»Charming Engineering« was the guiding idea that inspired us to develop a highly modular design concept with components that can be flexibly adapted to suit diverse architectures in both new buildings and older ones. The modular idea makes it possible to variably scale the concept from a starter kit, through shop-in-shop areas, to a complete design solution for an entire store. The new shop system was presented for the first time to an audience of international experts at the OPTI trade fair in Munich at the end of January 2016. The recently opened in-house Rodenstock store will be used primarily for presentations and meetings with customers and dealers; employees too can take advantage of this venue, for example, for shopping. The competence store occupies 115sqm of floor space. Additional international projects are currently in the planning and implementation phases.