The New Norm Magazine is an independent design, travel and lifestyle magazine conceived and created in Hong Kong. In each issue he tells interesting travels, cultures and life stories out of the common stereotypes and more tourist destinations. 
Behind there are 

Alison Choi and Natalie Lam, owners of the New Norm creative agency, which is involved in creating projects of design, creativity, social branding and photography to help mainly Asian companies to develop their image.

New Norm Magazine is a platform where photographers, writers, artists, designers and people from all over the world already in contact with Alison and Natalie share their creative experiences, feelings and emotions that help them realize their profession and their works in the most unthinkable places in the world.

In addition to travel, inside we also find a section dedicated to presenting some brands or independent design studios that make us touch the mechanisms that allow them to create new content, have new ideas and realize their passions with self-entrepreneurship. . 

It is a magazine recommended for travelers, freelancers and designers who want to know places and stories of like-minded people around the world. 

The magazine is printed with extreme care, the interior design is minimalist and accompanies texts and interviews with clear and defined photographs. 

ISSUE 3 + Sensorial Experience Box

Issue 3 is the first issue of New Norm that we have on Frab's, and it intrigued us so much that we went to pick it up directly in Honk Kong which today is the only sales channel where it is possible to have the exclusive version with Experience Box (despite the very high import costs). 

For this issue, in fact, the New Norm studio decided to create the magazine in a box version that contained in addition to the magazine three boxes with some objects suitable to accompany the reader in a more complete immersive experience that goes beyond simple reading the senses that reading does not normally stimulate: smell and hearing. The boxes are produced on request by hand by the New Norm studio. 

Issue 3 of the magazine explores the dream landscapes of Jordan, the coastal fortress of La Muralla Roja, a serene and peaceful refuge in the mountains of Hong Kong and accompanies us in the activity of "wayfinding" in a livable city like Copenhagen. He also meets numerous artists, designers, architects, entrepreneurs from all over the world who open the doors of their experience and their business by sharing advice and creative insights. In addition to this and images that show us their lives, in this particular issue they are invited to share their opinion on the future and post-pandemic trends, each in their own sector. The studios and brands interviewed in this issue are: Kamaro'an from Taiwan, NIMU from Italy, YOHAK DESIGN STUDIO from Japan, Le Labo from the United States, AOIRO from Germany, LAAB and WOOL from Hong Kong, Atelier Cph and Birgitte Due Madsen from Denmark. 

The magazine is contained in a cardboard box that contains 3 boxes that help the reader to travel with the senses while reading the magazine. The boxes are plain white cardboard, and the contents are made in collaboration with the US luxury fragrance brand Le Labo. Inside there is a CD with a playlist to listen to with a track for each content of the magazine, a series of printed postcards that tell and help collect the journeys described in the magazine, the New Norm Tote Bag and three scented chalks containing an essence created by Le Labo for the city of Hong Kong. 
These chalks with their clean, fresh and direct scent are the note that most envelops and involves in the multisensory experience of this intense reading. 

Magazine Features:

English language
Pages: 171
Dimensions: 21x27 cm

Box Features:

Boxes: plain white cardboard boxes

CD: 135mm x 200mm, 400gsm card (attention: the CD has a purely illustrative purpose and the audio track is available via link from QR Code) 

Scented chalks: 55mm x 22 mm (attention the glass bottle in the picture is NOT included, the scent is emanating from the chalks)
Card: 89mm x 51mm
Tote Bag: 300mm x 370mm

Blank poster with magazine index: 297 x 420mm, 250gsm