What’s Normal?

Normal New York is an interior design and event production company in NY & LA with a commitment to circular sustainability and community empowerment. We are dedicated to supporting independent brands through our signature event, Not-A-Normal Show and immersive interior design services. We build platforms—physical and digital—that bring independent brands to the forefront, connecting them with communities that care. By rejecting mass production and prioritizing sustainability, Normal New York reimagines how we live, create, and consume.

Our Values

Community

We believe in the power of community to drive growth, creativity, and connection. We put people at the center—whether it's the independent brands we support, the consumers we engage, or the team we build. By fostering a sense of belonging and collaboration, we create spaces where relationships flourish, ideas thrive, and success is shared.

Intentionality & Circularity

We are deeply committed to being intentional about our decisions—challenging the norms of mass production and consumption by fostering a circular, eco-conscious approach to design and business.

Sustainability

We reject mass production in favor of secondhand, handmade, and story-rich pieces. Sustainability isn’t a trend for us—it’s a mindset woven into everything we do.

Creativity without Boundaries

We believe in the power of unfettered creativity. We embrace uniqueness, diversity of thought, and innovative design, encouraging our community to push past the expected and create something truly groundbreaking.

Empowerment

We are committed to building a platform where independent brands, makers, and consumers can connect, collaborate, and grow together. We believe that community and relationships are key to success.

Boldness & Disruption

We believe in challenging conventions and disrupting the status quo. We embrace change, take risks, and aren’t afraid to be different. Breaking the mold is part of our DNA.

Meet Lale Boz, Founder & Creative Director

Born in Istanbul, Turkey, Lale grew up immersed in her family’s fashion retail business, where she first experienced the rhythms of shopkeeping, storytelling, and community around objects. Those early years instilled a deep appreciation for the role retail plays in shaping culture and connection, an influence that continues to guide her work today.

After studying Economics and Political Science at Boston University and working in Sustainability, Diversity, Equity, and Inclusion consulting, Lale contributed to the growth of sustainable brands like Knitss before Normal. During the pandemic, she founded Normal, first as an interior design journal rooted in her Brooklyn apartment and soon as a full-fledged design studio, brand, and community that now engages more than 300,000 people.

Through Normal and its flagship marketplace, the Not-A-Normal Show, Lale is reimagining the future of retail in New York City, one that rejects mass manufacturing and instead champions circularity, independent makers, and cultural exchange. The show has grown into a gathering place for thousands, where vintage dealers, designers, and artists meet collectors, shoppers, and neighbors in a vibrant celebration of creativity and sustainability.

Today, Lale splits her time between New York and Los Angeles, leading interior design projects, producing the show and estate sales, and building pathways for independent brands to thrive. She holds a graduate degree from Columbia University in Strategic Communications and Sustainability Management, grounding her creative vision with academic rigor and a commitment to building an intentional, community-driven future for retail.

What We Do

  • We offer full-service residential and commercial interior design services. We honor craftmanship, vintage & second-hand sourcing, and collaboration with local artists and makers.

  • Closing out large-scale estates and homes, we guide our clients through transitions and close a chapter to create a new beginning, whether moving to a new home or seeking to clear inventory.

  • A creative hub and marketplace redefining how people connect with local artisans, independent designers, and small businesses. Featuring immersive shopping experiences and hundreds of brands across categories, it celebrates creativity, individuality, and community.