en: Emalie is a new brand that aims to bring to market a new aesthetic and mentality. Having industrial knitting as its focus, its purpose is to create a link between customer and product, throught strong textures. This creates attachment which leads to slowshopping- the practice of using high-quality products for a long time. The design of the store suggests the "personality" of the products, which are displayed on the walls using knitting needles. For a personal experience, reflective objects were used. Moreover, the sustainable aspect is highlighted by organic shapes, the rocky ones suggesting durability, strenght, in a pleasant contrast to the textiles. The main focus of the shop is represented by live knitting in a specially designed area, with references to the rocking chairs, which were once representative for this old craft.