"Design makes things seem special, and who wants normal if they can have special? And that's the problem. What has grown naturally and unselfconsciously over the years cannot easily be replaced. The normality of a street of shops which has developed over time, offering various products and trades, is a delicate organism. Not that old things shouldn't be replaced or that new things are bad, just that things which are designed to attract attention are usually unsatisfactory. There are better ways to design than putting a big effort into making something look special. Special is generally less useful than normal, and less rewarding in the long term."
Click though for Naoto Fukasawa's take on super normal...
"'Super Normal' is less concerned with designing beauty than seemingly homely but memorable elements of everyday life. Certainly nothing 'flash'or 'eye-catching;' never contrived, but rather almost 'naff' yet somehow appealing. As if, when viewing something with expectations of a new design, our negative first impressions of 'nothing much' or 'just plain ordinary' shifted to '… but not bad at all.' Overcoming an initial emotional denial, our bodily sensors pick up on an appeal we seem to have known all along and engage us in that strangely familiar attraction. Things that possess a quality to shake us back to our senses are 'Super Normal.'"
Refreshing thinking in a time where we all need to think about going back to the basics and appreciate them for what they are. More on the Super Normal Philosophy here