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Landscape Forms Announces New Vice President of Studio 431
​Landscape Forms, North America’s leading design and manufacturer of high-design LED lighting, site furniture, and accessories, is pleased to announce leadership changes within its Studio 431 custom division. Robb Smalldon is stepping out of leadership of Studio 431 and into a new role as Executive Vice President of Development for Landscape Forms. Leif Norland has joined Landscape Forms as Vice President of Studio 431.
Norland comes to Landscape Forms from Whirlpool Corporation, where he was the global design director for the cooking category. Under his design leadership of Whirlpool’s KitchenAid brand, Norland helped lead it to a global presence and brand. He was an industrial designer at Prince Corporation/Johnson Controls and Crown Equipment Corporation prior to joining Whirlpool.
“Norland will bring a higher level of brand and design thinking to Studio 431,” says Smalldon. “His respect for design and approach to the creative process is a natural fit for Landscape Forms. Norland’s experience in global brand development will be an asset to Studio 431 as we look to expand our brand into new markets.”
Norland is excited about the future of Studio 431. “Studio 431 is an image driver and a brand builder for Landscape Forms,” he says. “Everything the studio does is carried out to the highest level and executed flawlessly.” Norland is accustomed to building a studio culture in his previous roles; with Studio 431, he takes leadership of an already strong team. “The team is flexible, highly competent, with diverse backgrounds and skills. At the same time, the nature of our work makes having the ability to flex and move in whatever direction necessary. Studio 431 members are masters at being nimble. Honestly, I don’t see that in a lot of companies.” 
Norland welcomes the exposure to landscape architecture, a new design discipline for him. “I look forward to applying the design thinking strategies I’ve learned over the years to help build our work, our brand, and our customers’ vision.” 
Norland is the recipient of numerous design awards, among them: RED DOT Best of the Best awards in 2018 and 2016, IF Award in 2016, and several GOOD DESIGN awards. Norland’s development process was selected as a case study in Jonathan Cagan and Johnathan Vogel’s book, Creating Breakthrough Products. A native of Kalamazoo, Michigan, Norland received his Bachelor of Fine Arts in Industrial Design from the Center for Creative Studies in Detroit, Michigan. He lives in Saint Joseph, Michigan, with his wife and three children. 
About Studio 431
Landscape Forms’ Studio 431 partners with world-class landscape architects and architects to develop, engineer, and manufacture custom products for high-profile projects and branded venues around the U.S. Launched in 2008, Studio 431 is the premier maker of custom spaces, taking a design-based approach to every project and adhering to the highest quality standards consistent with Landscape Forms. It offers a full suite of resources, from project management and 3D modeling to specification and fabrication.
About Landscape Forms
Landscape Forms is the industry leader in integrated collections of high-design site furniture and advanced LED lighting. Since its founding in 1969 Landscape Forms has earned a reputation for excellent design, high quality products and exceptional service. The Landscape Forms U.S. headquarters and manufacturing facility is located in Kalamazoo, Michigan with sales representatives throughout North America, the United Kingdom, Australia, the United Arab Emirates and Asia. Landscape Forms collaborates with renowned industrial designers and consultancies, landscape architects, and architects to design and develop integrated collections of products that address emerging needs and help create a sense of place. Additionally, the company has formed global marketing partnerships with select companies that share its commitment to design. Landscape Forms has an installed base of products around the world. Clients include municipalities, transit centers, corporate, college and health care campuses, sites such as Orange County Great Park; and familiar brand leaders such as Boeing, Cisco Systems, Disney, Sprint, American Airlines, Herman Miller, and Nike.
​​Michelle Oswald
Landscape Forms
​​​Karen Booking