IN CONVERSATION WITH: Norm Architects

It’s unlikely that anyone would be surprised when they hear me speak of Denmark being one of my biggest design influences and sources of inspiration.  I have been fortunate enough to spend some time there over my 33 years thanks to my Danish mum who met my Kiwi dad in her twenties.  Visiting family, devouring pastries (oh, the pastries!), trips to the seaside - every return holiday now rich with nostalgia. I’m spellbound by its charming cobblestone streets, the spectacular design at every turn, it’s wildflowers, it’s architecture, but most of all the feeling of returning home whenever I go back.

Copenhagen in particular holds so much of the magic. A hub for creativity, the city is home to some of the world’s top creatives whose designs are steeped in ceremony – something the Danes address so cleverly. Indeed, talent is everywhere you turn, but there are a definite few stand-outs for me that defy trends with their unique eye for design and quality craftsmanship. Enter: Norm Architects.

Embodying a ‘form meets function’ philosophy in a remarkably stunning way, Norm Architects is a multi-disciplinary practice that works with design to enrich the human experience and “re-sensualize the built environment”. Each project employs simple forms with considered detail to merge nature’s splendour with the heritage of Danish craft.

With a minimalist sensibility, Norm Architects works across furniture, architecture and interior design mediums, counting the likes of concept build The Audo, a yacht, and a Michelin starred glasshouse restaurant as projects on their impressive portfolio.

I was absolutely delighted to chat with the team to learn more about their creative process and the inspiration behind their designs.

Read on for more.

 Please share with us a bit about Norm Architects evolution as a company.

Founded in 2008, we are a Copenhagen-based practice working with design to enrich the human experience. As multidisciplinary architects and designers, we consider our work as a facilitation of well-being, as a distillation of aesthetics that resonate with the unique person and place, and as a system that supports universal human needs.

When we started our practice 15 years ago, we spent a whole year discussing what we wanted to do. We realised that we were minimalists in many ways, and that we loved that simple way of living and working, but at that time, minimalism was not a positive word. So, we sat down and wrote a short essay called “Soft Minimalism,” in an effort to re-invigorate the concept. It was all about saying that you can have a simple life, you can decorate your interior in a simple way, you can make simple objects, but if you use natural, good quality materials, you’ll still end up with lots of character. It shouldn’t be considered a revolutionizing movement, but a subtle rebellion against the trend driven; rather than aiming for invention, we think of design in evolutionary terms, holding on to traditions, slowly and thoughtfully applying slight improvements to match the needs of modern society.

Each Norm Architects project—be it architecture, interiors or products—exemplifies minimalism infused with a larger aim to re-sensualize the built environment through haptic designs that embrace mind and body. To realise these ideas, we have dedicated 15 years to the development of our design language. “Soft Minimalism”, as we refer to it, balances richness with restraint, order with complexity, and simplicity with depth to arrive at harmonious outcomes of enduring relevance. Rational architecture becomes poetic, minimalist furniture acquires softness and nature-inspired aesthetics invoke touch.

As we work, our goal is always to find the essence of the design—no matter its scale or location—to create buildings, spaces and objects that connect with the innate human desire for belonging, autonomy and identity. Our expertise lies in recognizing the moment when there is nothing more to add or take away; when function meets beauty and the work feels as good as it looks.

Norm Architects’ creative process draws on 15 years of international experience within residential, hospitality, industrial design and creative direction. As we embark on a given project, we are hyper-sensitive to ephemeral design elements that we know will have great impact, and we take care to realise them as well as technical aspects. We think in both practical and poetic terms. We compose designs primarily from highly tactile, natural materials and through uncompromising craftsmanship and detail—qualities that are symbiotic with our Scandinavian heritage. Beyond this and our practice’s holistic design expertise, we draw upon broad influences from evolutionary psychology to art to philosophy to connect with people on a deep level. This empathetic essentialism invites each user to truly inhabit and engage with designs that we hope will transcend trend and time.

For us design is all about eliminating the irrelevant to emphasize the important – whether designing buildings, interiors, furniture or creating images. It is about clear and simple communication that is timeless. Having said that, the main goal for our architecture, interiors and products is all about meeting human needs. We create spaces with a sole focus on the life that is meant to unfold there. We don’t care about visual expression that is not purposeful for people. The beauty of things should have a raison d'etre besides just being beautiful. 

What inspires your designs most, and why? 

Our approach is based entirely on the idea that spaces and furniture should, first and foremost, serve its user rather than be a means of artistic expression. We consider this an ongoing study of ours; in human contentment and in creating wholesome, lasting environments.

Our human-centric design principles are rooted in an uncompromising commitment to accommodate people rather than have them be spectators – continuously questioning the quality in architecture and design. It is about finding the very essence of form through a soft, warm, and textural design language, and, in the end, asking the question: “What makes the framework for a good life?”

Beyond trends and technology, our ultimate goal lies in the craft, the quality, the details as well as in materials’ ability to stand the test of time. Sensing the craftsmanship and idea behind a space or object, connecting to it on an emotional level. By exploring the very essence of things, by aiming at geometrical purity and natural simplicity, the idea is to achieve harmony, joy, and beauty. To have things work with, and not against its surroundings, amplifying or mirroring its context as well as using light and shadow to create atmosphere and depth.

Our aim is that an empty space feels intimate, welcoming, and human-centric just by the definition of space itself, the use of light and by the choice of materials. That means that the architecture is the fundamental element of a space and that all the personal objects you add to the space will merely be icing on the cake. 

What would you say is one of the most interesting projects you’ve worked on, and why?

We find all projects interesting as working with architecture requires an almost anthropological approach in understanding human behavior and a technical skillset that is very diverse from making furniture. Despite differences in approach depending on the type of project, we still view our work as an interconnected whole, where life, space and objects are part of an atmosphere.

Also, we believe in the spirit of the place – genius loci; understanding a site and working with new structures that will enter a dialogue with the place. We believe in harmony, and always try to understand the local ways of building, local materials, and production. With that understanding we apply our beliefs and way of working, while still respecting the spirit of the place. It’s a stimulating merge of cultures, that result in interesting places and design. This will never not be interesting.

What music is playing on repeat in the office at the moment?

With our studio being situated in the very heart of Copenhagen, we have plenty of noise and music from the streets below our windows. But should we gather for a drink, we always play some good tunes – these are never the same as it depends on the “DJ” of the day ;)

For more, visit normcph.com