Jasper Morrison

British designer Jasper Morrison, born in 1959, has been developing an approach to design for forty years which he himself describes as "Super Normal": objects so obvious, so true in their function, that they become almost invisible in everyday use.

Trained at the Royal College of Art in London, Morrison rejects signature design in favor of absolute discretion. His creations — for Vitra, Flos, Alessi, Emeco — are distinguished by their formal restraint: balanced proportions, straightforward materials, and meticulous details without ostentation.

This aesthetic of understated elegance is not decorative minimalism but an ethic of service: a well-designed object doesn't need to attract attention to be effective. It simply needs to function, last, and age well.

Morrison perfectly embodies the tradition of British design: pragmatism, simplicity, and respect for everyday life. His objects transcend trends because they have never sought to follow them.

Jasper Morrison: "Let's not forget that people have to live with the objects we design... Design is something real."

Quote from Gregg Buchbinder (Emeco): "The 1 Inch, Alfi, Navy Lounge, and Navy Officer collections all reflect Emeco and Jasper Morrison's shared appreciation for the invisible qualities behind simplicity. When I saw the 2006 'Super Normal' exhibition at the Axis Gallery in Tokyo, which Jasper curated, I understood his design philosophy and how his sensibility aligned with Emeco's values ​​of timeless simplicity. As we work together on our collections, Jasper's meticulous attention to every detail—materials, engineering, durability, comfort, finish, color—continues to fascinate me." – Gregg Buchbinder, Owner and CEO of Emeco