A new design venture debuts at the 2013 London Design Festival in an impressive Georgian townhouse in St.James’s Park. A collaboration between Danish design brand HAY and London-based designer Sebastien Wrong, WRONG for HAY makes its debut this year with a collection of items ranging from lighting to ceramics, textiles, glassware, and furniture. It is “an opportunity to push boundaries in terms of curation. We can be experimental and sophisticated but also pragmatic”, says Sebastian Wrong.
Since it’s first collection, debuted in Cologne in 2003, HAY has built up a global manufacturing and distribution network. A strong relationship between designer, manufacturer, distributor and consumer allows for flexibility and innovation at affordable prices. WRONG for HAY builds upon these foundations. Based in London, it draws upon the city’s creative energy, eclecticism, and talent to explore new working relationships, new products, and new markets.
Highlights from the collection:
“The Wooden Shelf” by Swiss industrial designer Lucien Gumy comprises various lengths of solid wood that can be assembled and taken apart without tools, screws, or glue. Using a dovetail feature, the tapered sections of the uprights slot into the small notches cut into the edges of the boards. The design won first prize earlier this year in the D3 Contest – the award for young designers at international furnishing show “imm cologne”.
The Bent Wood Mirror combines a steam bent beech frame with a solid ash base.
Lens Boxes, designed by Thomas Jenkins, provide quirky desktop storage. They are made from clear glass, natural cork, natural maple, and natural ash.
Curve Chair is an upholstered curve, set on four powder coated steel legs. Here it is seen upholstered in a fabric designed by Nathalie Du Pasquier, a founding member of Memphis.
Colourful salt and Pepper mills “ORI” are designed by Norwegian duo Anderssen & Voll. The matt finished pentagonal columns, moulded of acrylic, are inspired by origami, as well as the shapes of folds, and crystal. Anderssen & Voll’s work is inspired by Japanese culture, but designed for everyday situations in Norway. Their goal is to make products relevant to Japanese living, drawing inspiration and knowledge from how their work is experienced in Tokyo.
The initial WRONG for HAY pieces also furnish a pop-up restaurant, catered by the Peckham Refreshment Rooms, located in the former St.Stephen’s Club overlooking St.James’s Park.
See the rest of the extensive collection here: http://wrongforhay.com/#/site/products/new
Words: Ingrid Reynolds
