Before anything was created, the foundation was built. The structure, the processes, and the principles that guide every decision were established first, because creating meaningful work without considering its impact was never an option.
NOT NORMAL STORE exists as a long term art practice. Every artwork, every object, and every experience created under this name is held to the same standard of care. Not only for how it exists aesthetically, but for how it is brought into the world, who is involved in its creation, and the impact it leaves behind.
The artwork may change. The medium may change. The principles do not. People are treated with respect. Kindness is expected, not rewarded. Equality is not an aspiration within this space, it is the foundation it stands on. Every person connected to this practice, from collaborator to manufacturer, from customer to community, deserves fairness, dignity, and genuine care.
Sustainability is approached with honesty rather than perfection. It is an ongoing commitment to make conscious decisions, reduce unnecessary harm, and continually seek better ways of creating. NOT NORMAL STORE is an art practice, sustained through enterprise.
It was created as a place where creativity could exist without compromising integrity, where beauty and responsibility could coexist, and where success would never require abandoning the values that gave the work meaning in the first place. This is the standard by which every decision is made.
Emily Jane
