The Normies are a fanciful family of decorative figures created in the intersection between the abstract and the figurative. These small creatures cannot be defined as a particular species, but one thing is sure: they are bubbling with personality and humor.

The little family was born by chance during a design experiment in clay. Small figures emerged from the organic shapes and became a series of five individual characters: Normfred, Normus, NormNorm, Norma and Norm. The handmade models were then put through a 3D scanner and drawn up before being moulded in concrete.

Each Normie has its own color alongside a strict, graphic pattern. The straight lines of the decoration contradict and challenge its organic contours, creating a pleasing divergence in form. Their eyes in particular give the Normies personality and life. Each of their expressive looks reflects a mysterious human sentiment, which can give life to many imaginative tales. Use them as a fun and cosy feature in your home; as a little buddy on your bedside table; or let the whole Normie gang get together on your bookshelf.

Designed by Simon Legald

Simon Legald graduated from The Royal Danish Academy of Fine Arts in the summer of 2012. His work consists of both small- and large scale products. Simon's designs are often created in a dialogue between craftsmanship and industry. He also likes to incorporate the techniques that are necessary for the structure of a product into the design by highlighting them visually.

"Honesty is what makes a product understandable and is what describes the products functionality. If you understand the product, it does not need any explanation. The essence of my design is for it to be bought and used. Therefore, it has to satisfy not only the functional aspects, but also the psychological and aesthetic needs. For me simplicity describes the true identity of objects and makes them trustworthy. In my design, I try not to add any unnecessary details. I work with simplicity by highlighting the necessities instead of hiding them. It gives the product a simple and honest expression."