Client, AS EMIL
Theme, Relaxed elegance
Concept, idea and execution, Catrine Svellingen

Store concept

I was commissioned to develop a complete new retail identity and store concept for AS EMIL in Bergen. The project, titled 'Relaxed Elegance', involved the entire journey from initial concept ideas and spatial planning to the final styling and visual merchandising.

My goal was to transform the retail space into an immersive brand experience. By focusing on materiality, a sophisticated neutral palette, and intuitive customer flow, I created an environment that feels both aspirational and welcoming. The result is a space where architecture and product storytelling work in harmony to strengthen the brand's presence.

Scope: Creative direction, concept development, material sourcing, furniture selection, and on-site execution.