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OF SUPER NORMAL

Super Normal is the first title of an exhibition held during the International Furniture Show Milan, 2007, but it could also be the name of a design approach, including Jasper Morrison is the theorist.

This qualifier stems from a discussion between Takashi Okutani and Jasper Morrison, during the 2005 edition of that show, about kitchenware designed by Naoto Fukasawa, Artistic Director of Muji. Morrison had no other word to express normal how he found remarkable and Okutani said ... super normal.

The difference between the object normal and super normal object held that that the first would be the product of anonymous history, while the second is the act of a designer trying to consciously normal.

If the word is new word in the designer's concept for its part, finds its first expression in 1991 with the publication of an article entitled The unimportant of form, in which he expressed already his taste for the beauty of the trivial and the everyday and develop a critical approach to the design aesthetics and the search for originality at any price. Other texts and articles to headlines speak for themselves, I mmaculate Design - Without Objects Autho r 1996, vs. Utilism. Uselessnism 2002, reflect his keen interest and useful objects without ostentation.

The super normal , if based on the selection of 200 objects that make up the exhibition lies in matching the shape to use yes, but also to some formal restraint, stripped of all ornamentation, giving the objects an iconic quality. The thermometer of Empex Instruments (No. 89) for example, is the archetype of this type of objects.

If all objects in the exhibition are drawn from industry, they maintain, by Jasper Morrison, the sensation produced by the ordinary wine glasses blown it bought in Paris for a few euros. "If I use other lenses, I feel something is missing in the atmosphere of the table" and "if I take a look at them, put on the shelf, they emit something good. " This sensation is not due to the aura of the unique object shaped hand, speaks of Walter Benjamin in Art at the age of industrial reproduction , but the adequacy of the object normal or super normal domestic life, which would free the objects design better suited to deal with the media surface.

"It's not that old objects should not be replaced or that new ones are bad, just that the objects that are designed to attract attention are usually unsatisfactory"

Jasper morrison

Super Normal

2006

super normal object derives its quality from a denial of originality in favor of a respect for history that has long shaped its type and is experienced as such in its use and environment officer. That's why he does not favor the form and a corollary of sight, unlike objects design.

"We designers are guilty of promoting our own cause. Nothing more natural course, but perhaps could we learn and immerse ourselves in this mysterious quality and naturalness that objects are often anonymous and lacking in so often to our most thoughtful proposals. "

Jasper Morrison

Immaculate Conception - Objects Without Author 1996

This preeminence of sight in the design, Jasper Morrison attributed to narcissism designers who seek their own advancement rather than the welfare of the user and then fold the current media formats. This indictment is also not directed solely cons design gallery, but also against its degraded form, for use by the masses. He regretted that the forms promoted by the design of emergency to have been recovered by marketing, and have finally made the more visible poverty finishing products with a low cost.

By using "the color, shape and surprise", designers embrace the cause of brand marketing sponsors, who seek the same ostentation, through advertising. Jasper Morrison sees this new alliance between designers and industrial crisis of the ideal of "serving the industry and masses of consumers happy at the same time designing something easier to do and easier to live. " He sees the same league as a disease peculiar to quickly make our environment uninhabitable and wondered how to stop this contamination.

"design makes it special, and wants the normal when you can have the special?"

Jasper Morrison

Super Normal

2006

This critique of individualistic designer attracted much as it frightens. Reflected in Article Anne-Marie Fevre in the release dated April 27, 2007, which weigh with caution the initiative Fukasawa and Morrison: "If they offer a wholesome sort, calm," normal "is always disturbing. And if it's a standard they recreate, as close to their world, eliminating all designers out precisely the ordinary! "

Ending the agreement of originality, from the world of art, she led a totalitarian temptation or just a moral profession and upgrading specific purposes of the discipline?

sources:

Milan Furniture Fair Schizo design Anne-Marie FEVRE Release Friday, April 27, 2007

Celebrating the beauty of 'super normal' little objects of daily life
Alice Rawsthorn International Herald Tribune on Thursday, September 19, 2006

texts Jasper Morrison

The form of unimportant Ottagono 1991 No. 100

Immaculate Conception - Objects Without Author Ottagono 1996 No. 118 vs.
Utilism. Uselessnism 2002 Everything but the Walls Lars Muller Publishers




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