Highly successful and now an established name in the world of interiors: the internationally renowned Danish brand HAY. We met founders Rolf and Mette Hay, a married couple, to talk about their role models, visions and values. And what better setting than HAY House? Located in the heart of Copenhagen in Denmark, the HAY showroom and shop is a must on every interior design fan's bucket list.
Thank you both for your time! What does HAY House stand for, and why did you choose this particular location?
R & M: In a way, HAY House is the gateway to our universe – it's where visitors can experience and explore our entire design range. Its location in the heart of Copenhagen is a subtle invitation to step into that universe.
Whose idea was it to found HAY? What was the idea, and what values lay behind it?
R & M: We always knew what HAY should stand for and what we wanted. When HAY was founded, Danish furniture design was defined mainly by the classics of the 1950s and 1960s. Design like that came at a price, so it was reserved for a relatively small clientele. HAY was meant to make Danish design more accessible and give it a new, less conservative tone.
And how do you think the brand became so big?
R & M: It quickly became clear that our ambition had struck a chord – first in Denmark and, over time, beyond its borders, too. We finally made high-quality design by some of the most established names in the industry accessible to a wide audience.
What is HAY's vision, and does HAY House reflect it?
R: The simplest way to describe HAY's vision – or rather, its mission – is this: we want to create high-quality design products with the best designers in the world, at fair prices. Our aim isn't always simply to be cheaper, but above all to do things better or differently.
M: In the past, you'd hardly set foot in a furniture shop unless you were planning to buy a sofa. Look inside HAY House or any of our other shops around the world today and you'll see children sitting on the sofa with an iPad while their parents browse, as well as 13-year-old girls dropping by to buy something for themselves. That definitely reflects our vision.
How do you manage to keep work and private life separate? Is that even possible?
M: Sometimes it feels as if we're facing a huge puzzle with lots of pieces that have to fit together – but we're just as well organised at home as we are at work. And of course, our two children naturally make sure that family comes first when we're not working.
Is there a recipe for HAY's success?
R: Perhaps not a recipe, but there are certain constants that run through everything we do. One of the most important is probably to stay bold: however strong a brand is, if you always do things the same way, there comes a point where you stop inspiring people. It's also important to keep questioning yourself critically and not settle for something if it isn't good enough yet.
Where do you find inspiration for new designs?
M: I'm inspired by all kinds of things, places and people: an exhibition, meeting someone new, a conversation with former colleagues. Spending too much time in front of the computer is the only danger. I can hardly say where the ideas ultimately come from – they just come.
R: We work on an idea for a long time and with great care – sometimes too long, in some people's eyes – but we don't stop refining it until the product is truly finished.
How do you divide your roles? Who is responsible for what?
M & R: As co-founders, we're jointly responsible for HAY's direction and, of course, we're in constant dialogue. But as creative directors, we each have our own area: Rolf and his team look after furniture and lighting, while Mette and her team are responsible for the accessories collection.
Who chooses the designers you collaborate with?
R: It's a very organic process. We're constantly in touch with lots of interesting people and companies, and ideas for potential collaborations come about quite naturally.
M: Standing still isn't in our vocabulary. We're always on the lookout for fresh ideas and act quickly when someone or something inspires us. That's how many of our collaborations have come about.
Do HAY's designs reflect your personal taste, or do you mainly focus on what customers want and what trends dictate?
M: I like being rebellious. We've often been met with scepticism at first – for example, when we first created colourful, patterned tea towels. In the end, they sold extremely well.
R: At the same time, Mette and I both have a strong business sense, and our approach is very realistic. I'm certainly the more traditional of the two of us, while Mette is more experimental. Ultimately, it's all about honesty – we stand behind every single one of our designs.
What do you most enjoy doing in your free time?
M: Here in Copenhagen, we're lucky to be surrounded by lots of water. A dip in the cool water is always a good idea – even, and especially, in winter, and all the more so if there's a sauna nearby.
Do you have any role models?
R: "Role models" isn't necessarily the right term, but Charles and Ray Eames have undoubtedly had a formative influence on us through their body of work.
M: Apart from the most obvious parallel – the Eameses were also a married couple – there are other similarities. Charles and Ray Eames always had a clear vision, their designs were directly inspired by new materials and production techniques, and they broke new ground on many levels. They always seemed to enjoy their work, and they radiated a strong energy. That joy in what you do is both a motivation and an inspiration for us, too.
What can HAY fans look forward to in the coming months and this year?
M & R: Lots of colourful, innovative and exciting new products and collaborations, which we're incredibly excited about, too.
A big thank you to both of them for these fascinating insights!
