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Soft minimalism, a new way of thinking about design, pioneered by Menu. Jonas Bjerre-Poulsen, Norm design director of the Danish brand has this to say: ‘’We love minimal design. We are obsessed with clever solutions and functional details. We focus on the creative and imaginative 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 emphasis on craftmanship and practicality. A palette of natural tones and wars hues. Modern, understated and crafted crisp minimalism. Design...
Soft minimalism, a new way of thinking about design, pioneered by Menu. Jonas Bjerre-Poulsen, Norm design director of the Danish brand has this to say: ‘’We love minimal design. We are obsessed with clever solutions and functional details. We focus on the creative and imaginative 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 emphasis on 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. When 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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Denmark

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