Ground Collection reflects the philosophy of "Soft Minimal" by embracing simplicity and tranquillity, evoking a feeling of calmness and warmth. Designed by Norm Architects, the new collection of rugs for massimo copenhagen is crafted with a keen attention to simple details, mirroring the gentle yet impactful elements of nature.
An enduring sensory experience
This rug collection is designed to offer an exceptional tactile experience, with a focus on comfort, durability, and natural inspiration. Featuring a higher pile height, the rugs provide a luxurious, plush surface that feels inviting, whether you're stepping onto it after a long day or getting out of bed. In collaboration with Chim Scavennius Sonne-Schmidt, the designers prioritized using high-quality New Zealand wool and organic cotton to ensure the rugs maintain their softness and resilience over time.
What does "Soft Minimalism" mean?
We believe that good design is an important element of a good and healthy life. "Soft Minimalism" is our road towards this goal. The concept stands for the sensorial, the simple and the functional. "Soft Minimalism" means designing with empathy (and good will) for the whole human psyche, physical form and five senses; designing with intention and restraint, with uncompromising quality, craftsmanship and technical skill; designing practical solutions to problems that will also improve daily life and finally, designing with longevity in mind.
Rugs inspired by nature's tones and textures
Inspired by earthy tones and the textures of diverse landscapes, the collection aims to create a sense of harmony and connection to nature in any space. The rugs blend seamlessly into their environment, serving as understated yet essential elements that tie the room together. Their subtle presence promotes a sense of well-being, making them a perfect addition to both private and public spaces.
'Ultimately, the aim of this collection is to offer a design element that not only enhances the visual appeal of a room but also contributes to a sense of balance and harmony within the interior environment.' - Alice Phillips, Norm Architects
About Norm Architects
Norm Architects is a Copenhagen-based practice founded in 2008 working within architecture, interiors, design and photography. Norm's sensory yet simple work aims to balance richness with restraint and order with complexity. Building on centuries of cultural exchange between Japan and Scandinavia, Norm Architects' years of close collaboration with Japanese designers has shaped their design philosophy.
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