Home

Today’s hospitality developments remind us of recycled churn, commodification, gentrification and architectural homogenization of the global city. Then there’s the opposite… a global squeeze on local provenance which reduces travel experience down to airbnb interiors, hipster denim aprons and tattooed biceps belaboring cold brew coffee – equally a missed opportunity.

Normal . creates brands and experiences that shake us out of the routine, raise consciousness of the moment and deliver belonging to a greater purpose. Normal . uses materials that are real and lasting, develops products and services that are modern, elegant and gives peace.