This year marks ten years since my first trip to Copenhagen, and even though I, and the city have changed a lot during this time, there has been one brand’s showroom I’ve visited on each and every trip, that of Normann Copenhagen.
Founded in 1999 by Jan Andersen and Poul Madsen, it just so happens that they too are celebrating a major milestone, their 25th birthday, and what better place to share this fantastic achievement than at 3 Days of Design.
Taking over three-stories of their incredible HQ, ‘Elements of Normann’ is an immersive and artistically staged exhibition that showcases an inspiring mix of new launches and timeless favourites.
From the much-loved Bell Lamp and Circus Pouf to the soon to be launched Tube Lounge Chair and Chub Bowl, this multi-layered journey through their past, present, and future was certainly a must-visit for me, and why once the festival was over, I wanted to chat more with them about it.
Here’s what Jan and Poul had to tell me:
Can you start by telling us how Normann Copenhagen got started, and how this founding vision is still part of the brand’s DNA today?
Poul: Both Jan and I were already working in the industry when we met and fuelled by a shared passion for Danish design, and a go-getter spirit, we decided to join forces and create Normann Copenhagen. The vision was to establish a Danish brand that challenged conventional thinking and make the ordinary extraordinary through great design.
Jan: Twenty-five years on the design landscape has, of course, changed but this vision is still true and continues to guide our path, with our visual identity, including our graphic art direction, photography, and the design of our collections, still characterised by minimalistic lines with a playful twist.
As a Danish brand, with a quarter century under its belt, how important is creating a lasting heritage while still remaining innovative?
Poul: Ensuring that our designs remain relevant, both in terms of aesthetics and durability, has always been a fundamental part of our vision, and we aspire for our designs to be passed on through generations. We believe that creating a lasting heritage and staying true to the elements that define our brand can go hand in hand with exploring environmentally responsible materials, circular design principles and innovative production ideas.
Jan: I think that in recent years we have also proven how we don’t have to compromise on quality and craftsmanship either. Our Bit collection is crafted using plastic waste, and our recently launched Mat Chair is made using a blend of hemp and seaweed. Both are examples of how the future of the furniture design industry can coexist with Danish design heritage and traditions.
Which pieces from the past 25 years, are for you, the most significant in Normann Copenhagen’s journey and why?
Poul: Launching our Norm69 Lamp, the first product under the Normann Copenhagen brand, was a significant milestone. Designed by Simon Karkov in 1969 it is as modern and relevant today as it was back then. Also, expanding into furniture was another key moment. The Bit Stool quickly become a global favorite in a very short period of time. Finally, launching our Mat Chair collection, which challenges conventional 3D shell chair materials is another very significant design for us, and one that represents the future direction we believe the industry is headed towards.
Throughout 3 Days of Design there was a huge focus on longevity and materiality, how are Normann Copenhagen developing this thinking further?
Jan: A festival like 3 Days of Design is exactly the type of event we need to facilitate collaborative change. Our skilled team of in-house designers, engineers, and product development specialists are constantly rethinking how resources can be used and reused, how we can extend product lifecycles by having a circular mindset and making sustainability the obvious and irresistible choice.
Poul: As demonstrated with our Mat Chair collection, we explore materials outside the traditional scope, focusing on those that lower environmental impact. At Normann Copenhagen we believe that challenging conventional thinking through great design is more important than ever and aim to continue this mission by collaborating closely with research institutions and material experts.
What are your reflections on this year’s 3daysofdesign, and what else does Normann Copenhagen have coming up?
Jan: Reflecting on our journey from a humble two-man venture 25 years ago to an international organization with a hundred dedicated employees is incredible. We are grateful to celebrate this milestone and have been overwhelmed by the positive feedback our Elements of Normann exhibition and new designs have received.
Poul: We are now looking forward to continuing our work and inviting more people to discover the world of Normann Copenhagen. Our goal is to enhance people’s lives by creating meaningful spaces that connect people worldwide. It’s a humbling task, and we are excited to continue this journey. And of course, we also have some exciting news on the horizon too.
Want to know more?
Many thanks to Jan and Poul for taking the time to talk with me and I look forward to another visit to Normann Copenhagen soon.
The Elements of Normann exhibition remains open throughout 2024.
To find out more about the exhibition and all the products shown, visit normann-copenhagen.com
Images 2, 6 and 7 courtesy of Normann Copenhagen, all remaining images by Nicola Capper.
Enjoyed reading this post? Then read my interview with Bo Hellberg, CMO of String Furniture, who are also celebrating their 75th anniversary.
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