On a cold, rainy day in London, I turned a corner into what Dan Cruickshank described as “one of the most evocative and most famous of London’s 18th century streets.” I found my way to number 16 and was ushered inside to another world.

LDF13: Wrong for Hay in main home furnishings  Category

The townhouse, owned by one of the business partners behind Danish design brand Hay, has been restored with a delicate touch, perfectly balancing its history with contemporary living and style, and excitingly, it was being used to launch Wrong for Hay, a collaboration between Hay and Sebastian Wrong.

LDF13: Wrong for Hay in main home furnishings  Category

Sebastian Wrong was a founding member and Design Director of Established & Sons. He later founded The Wrong Shop, “a platform that allows the world’s leading designers to explore their creativity with experimental pieces that require unorthodox methods of production.” He also teaches Design Product at the Royal College of Art.

LDF13: Wrong for Hay in main home furnishings  Category

Hay is a Danish design company, known for their innovative use of color and form, working with designers such as Scholten & Baijings.

LDF13: Wrong for Hay in main home furnishings  Category

Under Sebastian Wrong’s creative direction, this new venture, intended to launch Hay into the UK market, is based in London and the city’s influence can be seen in this first collection.

LDF13: Wrong for Hay in main home furnishings  Category

The first collection includes lighting, furniture, textiles and accessories, designed by Sebastian himself and by established and emerging designers, including Faudet Harrison, Leon Ransmeier and Anderssen & Voll.

LDF13: Wrong for Hay in main home furnishings  Category

Hay’s ethos of “good design at accessible prices” still applies, and the venture draws on London’s “creative energy, eclecticism and talent.” What a great sentiment for the London Design Festival!

LDF13: Wrong for Hay in main home furnishings  Category

Our trip to the London Design Festival was supported by Airbnb.com.