T

o Norm Architects,

Bjerre-Poulsen explains. “We try to

language that embodies simple

address humancentric design to create

products that engage all the human

senses and help to create a certain

atmosphere for its users.” It is these

senses that are awakened in the latest

design from Norm Architects, created

in collaboration with MENU. Inspired

by visits to traditional Japanese Washi

papermakers, Norm Architects looked

to the traditional Japanese rice paper

lantern to create modern, space-

defining column lamps that fill rooms

with cosy, ambient light.

“Some of the most challenging

aspects of our work concern finding

the right balance between simplicity

and timelessness on the one hand and

character and iconicity on the other.

To create something that blends in,

yet stands out at the same time,” says

Kasper Rønn. The Hashira Collection

solves this age-old conundrum by

striking the perfect balance between

aesthetics and proportion and

simplicity and character. “Like its

Danish counterpart, Japanese design

is unpretentious and comforting.

It doesn’t pretend to be something

it’s not and is straightforward in

its function, design and use of

materials – without compromising on

aesthetics. This innate simplicity and

timelessness are, we believe, key to

creating relevant products that last.”

Drawing on the two nations’

tradition for pared-back, yet inviting

interiors in natural materials and

neutral colours, the graceful lines of

Hashira reference a rational design

great design is about

meeting real needs.

Jonas Bjerre-Poulsen

and Kasper Rønn

founded the multidisciplinary studio

in 2008 and were later joined by

partner Frederik Werner. In their

work with residential architecture,

commercial interiors, industrial

design, photography, graphics and

art direction, it seems there is little

the award-winning Copenhagen-

based studio cannot do. And they

are serious about their oeuvre. Their

deep-rooted passion for simple and

serene aesthetics – a look that has

coined the term ‘soft minimalism’ –

is exemplified by the products they

have created for MENU. The latest

is Hashira, a fusion of Scandinavian

sensibilities and Eastern traditions

that culminate in a collection of lamps.

Spaces and objects should first and

foremost serve the needs of their user.

It is hardly a revolutionary thought,

but one that remains at the core of

Norm Architects’ practice. Putting

function before artistic expression,

their humancentric philosophy

goes against the zeitgeist for trend-

driven style to uphold the traditions

of design and though

tfully improve

upon existing objects to match

modern needs.

“It’s about finding the very

essence of form through a soft, warm

and textural design language, and

asking the question, ‘What makes

the framework for a good life?’” Jonas

beauty in form rather than through

superfluous ornamentation. Easy

on the eye, the relatable shape,

materials and use of the lamps

create a timelessness that transcends

trends and generations. “In many

Scandinavian and Japanese designs,

there are always details that take the

product beyond the simple to give it

something extra. This is something

we work with intensely, always

trying to keep the products as simple

as possible, but still making them

interesting,” notes Kasper. “We try to

reach a point where there is nothing

more to add and nothing else to take

away,” Jonas adds.

This reductive perfectionism

has long been the goal of both Norm

Architects and MENU, because

eschewing the superfluous means

accentuating the essential aspects of

a given design.

In Hashira’s case it finds its form

in the column-shaped shade in

textural linen and the simple wooden

structure. “All too often people think

of design in terms of added grandness.

But it is often the simple or the pared

back that is the most striking. In our

work, we aim to create a sense of calm

through geometric purity, natural

simplicity and humble authenticity.

We want to arrive at maximum

expressiveness with the minimum of

expression.” Hashira achieves this well

by evoking the best piece of design

advice Norm Architects have received:

keep it simple.

It is often the simple or

the pared-back that is the

most striking.

CONNECTED SPACES 2020