The Cape | Normy’s World

Stillness at The Cape

1 sept. 2026

Cabin bedroom with a full-height window overlooking a bay, a dark throw draped across the bed

Normy recently headed out East to shoot the campaign for our latest drop, the Alpaca Wool Blanket, at our newest hospitality partner, The Cape in Newfoundland, Canada.

Set against the raw landscape of the coast, The Cape felt like a natural home for the collection and for the story behind it. Beginning this season, Normy Alpaca Wool Blankets will also be available in every room at the hotel, bringing a little extra softness to stays out East.

We had the opportunity to experience The Cape first hand while shooting the campaign. Designed around nature, connection, thoughtful hospitality, and a strong sense of place, it is the kind of property that stays with you.

Here is what to know about The Cape.

How would you describe The Cape in one sentence?

An escape from the everyday hustle and a return to nature, and something familiar that you perhaps did not realize you needed.

What first inspired you to create The Cape, and what did you want it to feel like?

Travel and living away, seeing things done differently than what I was used to, and wondering why we did not have anything like that when we have the raw ingredients here. I wanted it to feel like home. Familiar, calming, still, warm. But also interesting, in both design and concept.

How has Newfoundland, and this particular place, shaped the way you approached the property?

Newfoundland shaped everything. The land told us where to build, the views guided all of the work, and the people and culture here gave us something honest to build around instead of inventing something new.

What role do design, materials and texture play in creating the experience you want guests to have?

They are everything. From the simple layout and square footage, to the feel of the textiles, the scent of the soap, and the materials in the building, furniture, and furnishings, everything was selected for how it would make someone feel, not just how it would look. We wanted a space that felt warm and inviting while also visually interesting, where all the senses work together to create serenity.

Brown and white blankets folded on a small wooden table beneath a wall lamp, with stools on either side

Black wood stove with wildflowers on top beside a bright window in a wood-panelled room

Framed photograph of a person holding a fish, hung on a white-panelled wall beside a window overlooking the sea

Beige Normy fringed throw folded on a white bed in a plywood-clad cabin room

Normy Alpaca Blanket in clay draped over a beige chair, set against a clean off-white studio background.

Normy Alpaca Blanket in clay with a small cream label reading NORMY, photographed flat against a light warm gray background.

Alpaca Wool Blanket in Clay

couleurs

What detail of The Cape feels most personal to you?

The unexpected accessibility of a place like this. Although the Greene’s House was required to be accessible, making one cabin accessible was not mandatory. It was a personal choice. That was something near and dear to me as I watched my father struggle with spaces that were not accessible or inclusive to his needs. That has forever changed how I view the world, and I am glad we are able to offer that here.

What was one decision, big or small, that made The Cape feel more like a home than a hotel?

The communal dining table. Guests arrive for dinner and ask if they should take their shoes off. That is how you know they feel at home. Dinner often ends in hugs with new friends and staff, exchanged phone numbers, and plans to meet again. Some guests leave the table and pull up a stool at the island to watch Chef Alex cook and ask her how she builds a dish. It is a comfortable atmosphere, and that mattered to us.

What do you think makes a hospitality experience truly memorable?

Exactly that, the experience. Not the finishes, not the bedding. How people feel when they arrive, during their stay, and after they leave. The people they meet, the stories they hear, and what they learn.

What is one small detail or ritual you hope guests discover during their stay?

Get outside. Whether that is movement on the East Coast Trail, kayaking the bay, walking the beach, or stillness, sitting and listening to the waves, the birds, and the boats coming in. Rain, shine, or fog, you spend time outdoors and you recharge.

Food, landscape, design and storytelling all play a role at The Cape. How do you think about creating a sense of place across the entire experience?

Everything works together to create it.

What is something you think every great stay needs more of, but people rarely ask for?

Connection. To place, to nature, to other people, to yourself. It is hard to ask for because most people do not know how, but when you find it, it is very special.