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Norm is for “rule” or “usual”?
I guess for both? The name Norm was chosen because it was important for us to work with traditions and norms that has existed and been refined through millennia instead of always searching for something NEW.
How does your tradition influence your work?
As Scandinavian Designers, we stand on the shoulders of some of the best and we try to work by the same principles. We make it a virtue to create longlasting and thoughtful design. Design should not just be easy digestible visual calories nor should it be new just to be new. We want our designs to not only be made of good materials and from good craftsmanship, but to embody beauty, history and, most importantly, outlive fleeting trends.
What is simplicity for you?
We keep things simple by asking why? Why should we create this? Why does the need for this product exist? Why should people buy it? Why should they want to keep it? When you ask the question “why?” you open up for deeper design dimensions and you embark on the road to create truly durable products.
Tell us about your work for Cofoco’s new restaurant in Italy.
With “italy” we explored the balance between the unknown and the familiar. Creating an atmosphere that is Italian, but seen from a Scandinavian mindset.
With its simple douce and ultra matte yellow walls and the warm blue azure notes in the upholstery, the interior hints references to the classic architecture of southern Italy, and yet the hues are used in a simple no-nonsense architecture with unique wooden flooring, benches and tables by Danish family business, Dinesen – typical of Norm and their Scandinavian heritage. We wanted to embrace the Italian mindset. The atmosphere is warm, inviting, full of life and joy but we have translated it into interior motives that Danes can relate to. In our Scandinavian climate the cozy feeling is very important. Many authentic Italian restaurants in Italy are often simple and crisp. “italy” however is made with consideration for the Scandinavian perceived qualities, so even though the intention is the same – the outcome is different,
To ensure that the italy concept is viable in several locations without becoming generic we worked with a set of spatial archetypes; from La Nicchia (The Niche), Il Passaggio (the passage), Il Cortile (The Courtyard) and La Sala (Dining Room). Each of the areas has a harmonious palette, but creates different moods and fits different contextual restraints. Every restaurant will become a space of multiple stories intertwining and correlating to form an inspirational and aesthetic universe for all senses.
Which are the common points between italian and scandivian design?
I think the common points between danish and italian design shows in a respect for craftmanship and materials. Now a adays we also see theat designers look back to the traditions of the 20’es and 30’ies in both Scandinavia and Italy.
Scandinavian design is influenced by the climate and the fact that we stay indoors a lot, which means we invite friends over instead of meeting publically, which again makes our home an extension of our identity just as cars, watches and clothes are status symbols in many Mediterranean countries. But Scandianvian design is also influenced by our peasant culture and history of poverty. Whereas the people living around the Mediterranean already had great wealth thousands of years ago experimenting with design, architecture and ornamentation, people in Scandinavia were working the fields designing only good tools for the need. Somehow that have been carried with us into modern times. Also governments in Scandinavia have democratized design, implementing it into the public sphere is almost all aspects of life, which has had a great influence on the understanding and appreciation of design as a concept in the Nordic countries.
Having said all this, I believe that the Scandinavian design tradition is in many ways just a version of the European continental modernism and as such it is applicable in all countries and cultures. The thing that makes Scandianvian design stand out is that it is focus on functionality, meeting a true need and then it is in many ways linked to nature in both shape and materials. It has a certain human softness in its otherwise minimal expression. But actually you can find these qualities in many other cultures across the globe – in traditional Japanese design, in the Shaker culture in the US, in the British Arts and Crafts movement, etc., etc. So to answer your question, I think it is universal and works everywhere – just like Italian food.
Your working fields are very expanded, from architecture to photography. What is the role of art?
The line between art and design is thin and I think we grow as designers when we’re set free once in a while and at the same way, our design language is used in the way we photograph – it’s always about finding the essense of a certain story and then express that.
You designed a kitchen in collaboration with Reform using IKEA’s kitchen cabinets. Where is the limit between D.I.Y. furniture and a top quality design?
I guess that depends on the quality of the DIY project 🙂 But what was interesting with this collaboration, was obviously to create something beautiful, affordable, but most of all meet the individual needs of the customer, which is exactly what IKEA and Reform allows.
Your view seems to remember the Vienna Secession where art, architecture and design work together. Have you ever thought to experience the textile design, too?
Yes, we would love to that – We’ve designed bed linnens and quilts for a client and it’s interesting working with textiles because it allows us to do exactly what you’re suggesting – crossing our disciplines and our understanding of material, shape and graphics. We’ve actually done a leather collection for sorenseleather.com for whom we work for as creative directors.
In addition to the textile design have you ever thought to experience the fashion design?
We never considered fashion as such, however, we are doing a couple of leather goods at the moment. But in general, our love for creating design that are longlasting is a different way of working – it’s a longer process.
Have you ever thought to experience the fashion design, too?
Which works are actually on your desks? We’re working on perhaps 20 projects at the same time across product, furniture and architeure and interiors. A boutique hotel in central america, a sushi restaurant in London, summerhouse in Sweden and numourous homeware and furniture designs.
