LDF13: Wrong for Hay

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.


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.


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.


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


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.


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.


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!


Our trip to the London Design Festival was supported by

Katie Treggiden is a purpose-driven journalist, author and, podcaster championing a circular approach to design – because Planet Earth needs better stories. She is also the founder and director of Making Design Circular, a program and membership community for designer-makers who want to join the circular economy. With 20 years' experience in the creative industries, she regularly contributes to publications such as The Guardian, Crafts Magazine and Monocle24 – as well as being Editor at Large for Design Milk. She is currently exploring the question ‘can craft save the world?’ through an emerging body of work that includes her fifth book, Wasted: When Trash Becomes Treasure (Ludion, 2020), and a podcast, Circular with Katie Treggiden.