Norm Architects
The Copenhagen-based design studio founded in 2008 by Jonas Bjerre-Poulsen and Kasper Rønn. Working across architecture, interiors, furniture and product design, the studio has become a defining voice in contemporary Scandinavian design.
The name Norm reflects their ambition to create design that supports the way we live — shaped by human behavior, tradition and context. Their philosophy is rooted in simplicity, natural materials and sensory awareness. Rather than minimalism as reduction alone, Norm Architects pursue atmosphere and balance. Their work is often described as “soft minimalism” — calm, tactile and deeply considered.
Norm Architects
This approach is evident in the Embrace lounge chair and ottoman series. True to its name, Embrace combines a sculptural outer shell with a soft, inviting interior. The contrast between structured form and generous cushioning creates a feeling of protection and comfort. Paired with the ottoman, the chair becomes a complete resting landscape — architectural in silhouette yet intimate in experience. The series exemplifies Norm’s ability to balance clarity of line with emotional warmth.
Across projects — from residential architecture to collaborations with brands — the studio maintains a consistent language of muted tones, honest materials and refined proportions. Wood, stone, leather and textile are treated with respect, allowing texture and light to define the aesthetic.
Norm Architects are internationally recognized for shaping a contemporary Nordic design identity that values longevity over trend and atmosphere over excess.
Designed by Norm Architects
Embrace Lounge chair is available in two sizes, Small & Large – the collection also includes a matching Ottoman.
“We strive to create spaces and objects that don’t demand attention, but quietly improve the way we live.”
Norm Architects
