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Soft minimalism, a new way of thinking design… Jonas Bjerre-Poulsen, Norm design director of the danish brand : ‘’We love minimal design. We are obsessed with clever solutions and functional details. We focus on the creative and immaginative as well as the usable. We balanced creativity with commercialism. We bridge innovation, curiosity and affordable luxury. We focus on details and fine materials rather than big and expressive. Think simplicity, humanized function and low cost production. Clean lines and emphasison craftmanship and practicality. A palette of natural tones and wars hues. Modern, understated and crafted crisp minimalism. Design matters when a product meets a real need. When it is produces in a community where it makes a difference. Whien it’s timeless and made from natural honest materials. When it is either original in function, shape, production method or material combination and when it speaks to all the human senses.’’

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