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London Design Festival highlights: Wrong for Hay


Wrong for Hay is a new design collaboration between Danish design brand Hay and London-based designer Sebastian Wrong. The duo made their debut at The London Design Festival with a collection of items ranging from lighting to ceramics, textiles, glassware and furniture.

Since its first collection debuted in Cologne in 2003, the brand has built up a global manufacturing and distribution network, including dedicated Hay stores in Denmark, Norway and Germany. A strong relationship between designer, manufacturer, distributor and consumer has allowed them flexibility and innovation at affordable prices.


Hay’s principle of good design at accessible prices will be central to Wrong for Hay, while the strength of the supply chain and established manufacturing partnerships will allow for innovation, offering an opportunity for young design talent. The debut collection exemplifies London’s global sphere ofinfluence, offering an eclectic selection of new products from both established and emerging designers.


The collection debuted at the 2013 London Design Festival in two venues in St.James’s Park. The first, a restored Georgian townhouse, acted as a showcase for the entire collection. The initial pieces furnished a pop-up restaurant, catered by the Peckham Refreshment Rooms, and was located in the former St. Stephen’s Club overlooking St.James’s Park.

Pieces include a ceramics range by Ian McIntyre and an interlocking wooden shelving system by Lucien Gumy. Textile designs by Memphis group founding member Natalie Du Pasquier and fashion designer Bernhard Wilhelm.

Wrong for Hay collection is on display until 22 September, 16 Queen Anne’s Gate, London, SW1H 9AA and the pop-up restaurant can be found at 34 Queen Anne’s Gate, London, SW1H 9AB


Assif is a luxury travel and design aficionado currently working as a BBC content producer. He holds an MA in journalism from the University of Leeds. He is partial to tea and cake - Yorkshire Tea Gold Blend please. His favourite trips include island hopping in the Seychelles, a mountain escape in Kashmir and getting lost in Hong Kong.

Assif is the current editor of Adelto Magazine. Follow him on Twitter and Instagram: @journolista.

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September 20, 2013 | Design Fairs | View comments

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