Packaging is thought as two stages experience. First stage takes place in store, where customer can easily get to know and see (through the opening on the back) the product, its unique features, technical details and box content. After purchase, consumer can enjoy truly premium AKG unboxing experience. Taking off the protective sleeve reveals elegant black box, with ecofriendly raw paper book-like structure with neatly presented product and accessories in it. Clear information architecture helps user get to know the product before purchase, premium unboxing experience represents attention to detail that AKG is known for.