Morrison's often restrained approach to conversation dovetails, however, with his design approach, one which eschews spectacle, excess and uselessness for rationalism, longevity and usefulness. In a world increasingly 'polluted' by design, by products whose sole purpose appears to serve a marketing-driven consumer need for the new, 'the leaving out the design seemed more and more the way to go,' as the designer wrote in his 2007 book 'Super Normal', which he co-authored with Naoto Fukasawa. Obsolescence, for Morrison, is itself an outdated notion.
But when it came to our particular conversation, Morrison spoke fluently and at surprising length about just what is at stake for him in this activity called design, about what it should mean, as opposed to what it has, sadly, come to mean to a lot of us. Yet in spite of his work functioning in part as a corrective (and a welcome one at that) to the surfeit of ill-conceived, or, even worse, unconsidered, products that fill our lives, he maintains that being a designer is 'just a job. The best thing you can do is stay in your studio and do it as well as you can,' he says. Jasper Morrison is just normal. Or maybe that's super normal.