The Copenhagen home of Poul Madsen, co-founder and CEO of Normann Copenhagen, overlooks the city’s historic lakes. His art-filled residence is a vibrant reflection of both his personal taste and the design philosophy that has shaped the brand – timeless yet forward-thinking. In this exclusive interview, Madsen shares his thoughts on sustainability, his love for travel, and the personal touches that make a house feel like home.
Hello Poul! Let’s start with your role at Normann Copenhagen. What does a typical day look like for you, and how has your work changed since the company’s early days?
“Hello! It has changed dramatically, you could say. When we started, Jan Andersen and I handled all functions ourselves. So, in some way, we’ve been through everything. Now, in many ways it is different, but I still have an overview of everything, albeit on a more superficial level.
What I enjoy the most is being out with customers and partners, meeting them, understanding them, and gaining insight into their daily lives. In many industries, personal relationships and human connections are what enable you to develop things together. I find that both important and fun. That’s what I enjoy most about my job now – getting out there and seeing how things work.
What excites me the most is traveling, whether short or long trips. If it’s a contract dealer, for example, then it’s about visiting architects in that location, hosting events, and being present. Every market and every person are different, so you always take something back with you – whether it’s knowledge, insight, or something that can be turned into business. That’s important, and the most fun.”
You co-founded Normann Copenhagen back in 1999. How do you see the company evolving in the coming years, and where do you think it fits within the rich tradition of Danish design?
“We can’t and don’t try to escape the fact that we are a Danish company, and I think that’s visible in a lot of our designs. But from the very beginning, we have also made a point of presenting ourselves as an international brand, exporting to around 80 countries.
So yes, we have roots in Danish design, but I believe many of our designs go beyond traditional Danish aesthetics. What we are currently focused on – and what will define Normann Copenhagen in the coming years – is sustainability. There are multiple reasons for this. Of course, we must and should take part in this movement, but quite simply, it also makes good business sense. This is what most consumers want.
We’ve seen it in our recent launches like the Bit Stool and the Mat Chair, both of which became huge successes in no time. That’s unusual. Typically, a non-sustainable product has a longer adoption period: it can take 3, 4, or even 5 years. But these products, made from recycled materials or produced locally with sustainable raw materials, took off immediately. That’s exciting on every level. So, we need to take that into account and work even more in that direction. Not just for us – I believe this is the future of the entire industry.”
“We are a Danish company, but we’ve always positioned ourselves as an international brand. What we are currently focused on – and what will define Normann Copenhagen in the coming years – is sustainability.”
Your home in Copenhagen is stunning! How did you find this home, and what appealed to you the most?
“We’ve lived here for about 8–9 years now. When we were looking for a new place, we wanted something slightly bigger. We initially looked at more traditional options typical for Copenhagen and signed up with a few real estate agents. Then we were presented with this apartment which overlooks the lakes. The light is absolutely fantastic because there aren’t really any buildings blocking it. Unlike many Copenhagen apartments, this one isn’t traditionally divided, which really appealed to us.
The location in Østerbro is just perfect. Willemoesgade, or the streets leading down from it, is a fantastic area. It’s actually one of the few cobblestone streets left in Copenhagen that hasn’t been covered with asphalt. And then there’s the architecture. Most buildings in this area date back to the late 19th century, including this one from around 1890. If you look at the facades, there’s a twin building across the street that mirrors ours. In my opinion, it’s one of the most beautifully decorated buildings in Østerbro, with incredible craftsmanship and detailing.”
Your home is filled with art. How do you choose the pieces you bring into your home?
“We always choose artworks with the idea that they should be part of the interior. But over time, we’ve collected so much that not everything can be displayed at once, which is a bit of a shame. Art is something that grows on you – it constantly evolves and is in motion.
That initial feeling when you see a piece and know you have to own it – that feeling never changes. I can sense it immediately when I come across something that resonates with me. It’s kind of like falling in love: you feel a rush of excitement, like when you meet someone special.
When we buy art, we always consider where it will go in our home. But often, there’s already something in that spot, so we end up rotating pieces. That’s part of the fun.
As for specific artists – I don’t follow just one. We have a mix of Danish and international artists, both young and established, expensive and affordable. Our approach is quite similar to how we work with design at Normann Copenhagen. Some companies only collaborate with famous, well-established designers, but for us, it has always been about the idea and the design itself – regardless of whether the designer is young, old, formally trained, or self-taught.
That mindset carries over into how I collect art. Of course, you end up being influenced by the galleries and exhibitions you frequently visit, so naturally, the artists they represent become more familiar. But I wouldn’t want to highlight any names over others.”
Madsen’s home reflects his love for art. “That feeling when you see a piece and know you have to own it – that never changes. It’s like falling in love.”
What makes a house or apartment truly feel like home?
“What makes a home feel like home? That’s a good question. It’s definitely the people. If you have a family or live with people you love, then it doesn’t really matter where or how you live. As long as you’re together, that’s what matters. But of course, if you have the opportunity to create a physical space that enhances that joy, then that’s fantastic.
How to do that? That’s very personal, and I’m not the one to give advice on it. Deep down, we all know what makes us happy when we come home. For some, it’s physical objects, for others, it’s the location, the light, the size of the space.
I recently watched a program about a guy living in the middle of nowhere in Alaska. It was -47°C, and he was building a tiny cabin, maybe 4x5 meters. And he was so incredibly happy because he had previously been living in a simple shelter. You could really sense his joy. I could completely understand him – that feeling of freedom, having no obligations.
So, home is different for everyone. It’s about creating the right conditions for yourself. And we usually know what those conditions are, even if circumstances don’t always allow us to achieve them.
I’ve always found a way to make a place feel like home – whether it was a dorm room in Herning during my studies, a bunk bed in the military, or a larger space later in life. You adapt and make it work. And that’s what matters.”
We’d love to know – of the Normann Copenhagen designs in your home, which ones are your favorites and why?
“I have a Rope sofa (actually, two!), which is the focal point of the room we use the most, our living room. We use it every day, and I think it’s an incredible sofa both visually and functionally. It’s comfortable whether you’re sitting or lying down.
In the kitchen, we have Burra chairs with fabric upholstery. We use them a lot, both in daily life and when we have guests. People love them because you can sit comfortably for an entire evening. If I had to pick just one favorite, it would be the Rope sofa.”
Are there any trends or changes in the industry you find particularly exciting right now?
“I think that sustainability is the big trend right now, so to speak. As I mentioned earlier, I find it super exciting in every way. The idea of finding a material, and ideally a production process that is close to the material itself, like what we’re doing with hemp or reused/repurposed plastics in Italy, is amazing. We can create products with a much smaller CO₂ footprint compared to traditional products or functions. That’s fascinating, and it makes me think about which materials and production methods are possible.
Many designers are experimenting with different materials, but often these are conceptual studies rather than designs that can be mass-produced or built to last. I once saw a chair made from coffee grounds, but you could almost see it crumbling as soon as you sat down. So, part of this process is about finding the right partners and production methods where it’s actually feasible.
The next part is making sure that it’s not more expensive than traditionally produced products. The Mat Chair, for example, wouldn’t have been a success if it had been twice as expensive as a regular plastic or wooden chair. It’s super important that it’s the same price ideally. That’s something you see in supermarkets too. Often, if you’re faced with a choice between an organic product and something else, the organic option is twice as expensive, even though it might not even taste as good as something grown in a greenhouse in Spain. So, price is really important.”
Outside of design and work, how do you like to spend your free time?
“Almost every weekend, we visit an exhibition, a museum, or something similar. We also love traveling as a family, so whenever there’s a holiday or an opportunity, we go somewhere. If I had to name a hobby, I guess it would be art – experiencing and discovering new things. Even when we travel, that’s a big part of what we do.
I also work out regularly. We have a gym in the basement, and I try to stay in as good shape as possible. But other than that, it’s the usual, spending time with friends and family, listening to music, enjoying a good atmosphere. Music is a big part of my life, and my taste ranges from heavy metal to jazz, so it’s quite diverse.”
“You experience both highs and lows, and you realize that – just like in life – difficult situations always pass if you put in extra effort.”
Lastly, what are some of the biggest lessons you’ve learned during your journey with Normann Copenhagen?
“I get inspired when I travel. Or perhaps it’s more that you inevitably bring something back with you. It’s not just information or knowledge about the market, but you see something new, or a different way of thinking, arranging, or designing. That’s probably where I get most of my inspiration: getting out there, seeing other countries, cultures, and people.
I’m not sure if this is strictly business-related, but I think it comes down to being part of something for 25 years. Over time, you experience both highs and lows, and you realize that – just like in life – difficult situations always pass if you’re willing to put in extra effort. Whether it’s a financial crisis or another challenging period, you learn to trust that things will eventually improve. I don’t know if this is something you actively learn, but it’s more of an understanding of life’s natural rhythm. That perspective inspires me and keeps me going.”
Poul Madsen’s TOP3 favorites:
- 1. Museum: “I’d probably say the Louvre if it weren’t for the long queues and its massive size. So, I’d go with the Metropolitan Museum of Art in New York.”
- 2. Scent: “I’m really drawn to spicy scents. When I choose something, it tends to be rich, smoky, and spicy.”
- 3. Film: “That’s a tough one because there are so many great films. But Pulp Fiction and anything by Quentin Tarantino, also The Godfather Part I… and a lot more, haha.”
Normann Copenhagen favorites
See also:
• All products by Normann Copenhagen >
Text: Mikko Vaija Images: Johanna Lehtinen Project and styling: Maria Chiara Antonin