To achieve innovative product design we question, cross borders, and create new products. At the same time, we rely on the tried and tested. New things are no accident. At EMAMIDESIGN, freeing ourselves from prejudices and casting off a restrictive corset of specifications has proven successful time and again, when beginning a task. To create something new, it is extremely helpful to take unusual perspectives. This does not mean throwing everything that is tried and tested overboard. On the contrary. The sensible combination of tradition and innovation keeps a brand fresh and up to date. To create something new just because of” l’art pour l’art” makes little sense.