and sales success fails to materialize. Even so, the Milan show puts Normann

Copenhagen firmly on the map, pioneering a new heyday in Danish design.

Let’s Party

In an industry dominated by buttoned-down businessmen or contrastingly

flamboyant characters, J and P, looking like a pair of troublemakers, inadvertently

stand out from the crowd and feel that they need to make their own mark.

Throwing grand parties becomes a way to attract attention, a bold departure

from traditional marketing and a homage to the joie de vivre and exuberance of

youth, which has been packed away in favor of building

up a business.This is their time to party.

J and P rent nightclubs in New York and Tokyo and

celebrate with the hottest names in the design industry.

They draw inspiration from the world of fashion, which

has a touch of the rowdiness and audacity they’re

seeking. In 2007, Normann Copenhagen hosts the MTV Music Awards Pre-Party

at the company’s flagship store in Copenhagen, attended by international stars

such as Pharrell Williams and Timbaland. Wine brokers fly in the finest bottles

of champagne and the massive party causes power

outages in large parts of the Østerbro neighborhood.

While everything is done with a lot of

showmanship over the course of the company’s

first ten years, J and P are never the center of

attention themselves. Au contraire, no product is

ever too small to be worthy of a party.The launch

party for a decorative wooden plane designed by

the Danish designer Ole Søndergaard takes place

in the parking garage of the historic department

store Magasin du Nord. Invitations are made to resemble airline tickets and a

tattoo parlor is set up at the venue to offer guests a free tattoo of the plane.